|By Jiten Patil||
|August 9, 2012 05:45 AM EDT||
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
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Mar. 26, 2017 11:00 AM EDT Reads: 2,183
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
Mar. 26, 2017 11:00 AM EDT Reads: 2,581
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
Mar. 26, 2017 10:30 AM EDT Reads: 1,296
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
Mar. 26, 2017 10:15 AM EDT Reads: 3,002
SYS-CON Events announced today that SD Times | BZ Media has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. BZ Media LLC is a high-tech media company that produces technical conferences and expositions, and publishes a magazine, newsletters and websites in the software development, SharePoint, mobile development and commercial UAV markets.
Mar. 26, 2017 09:30 AM EDT Reads: 4,292
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Mar. 26, 2017 09:15 AM EDT Reads: 1,953
Now that the world has connected “things,” we need to build these devices as truly intelligent in order to create instantaneous and precise results. This means you have to do as much of the processing at the point of entry as you can: at the edge. The killer use cases for IoT are becoming manifest through AI engines on edge devices. An autonomous car has this dual edge/cloud analytics model, producing precise, real-time results. In his session at @ThingsExpo, John Crupi, Vice President and Eng...
Mar. 26, 2017 09:00 AM EDT Reads: 3,878
There are 66 million network cameras capturing terabytes of data. How did factories in Japan improve physical security at the facilities and improve employee productivity? Edge Computing reduces possible kilobytes of data collected per second to only a few kilobytes of data transmitted to the public cloud every day. Data is aggregated and analyzed close to sensors so only intelligent results need to be transmitted to the cloud. Non-essential data is recycled to optimize storage.
Mar. 26, 2017 08:15 AM EDT Reads: 2,991
Historically, some banking activities such as trading have been relying heavily on analytics and cutting edge algorithmic tools. The coming of age of powerful data analytics solutions combined with the development of intelligent algorithms have created new opportunities for financial institutions. In his session at 20th Cloud Expo, Sebastien Meunier, Head of Digital for North America at Chappuis Halder & Co., will discuss how these tools can be leveraged to develop a lasting competitive advanta...
Mar. 26, 2017 08:15 AM EDT Reads: 2,697
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
Mar. 26, 2017 08:15 AM EDT Reads: 2,888
"I think that everyone recognizes that for IoT to really realize its full potential and value that it is about creating ecosystems and marketplaces and that no single vendor is able to support what is required," explained Esmeralda Swartz, VP, Marketing Enterprise and Cloud at Ericsson, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Mar. 26, 2017 08:00 AM EDT Reads: 4,174
In their Live Hack” presentation at 17th Cloud Expo, Stephen Coty and Paul Fletcher, Chief Security Evangelists at Alert Logic, provided the audience with a chance to see a live demonstration of the common tools cyber attackers use to attack cloud and traditional IT systems. This “Live Hack” used open source attack tools that are free and available for download by anybody. Attendees learned where to find and how to operate these tools for the purpose of testing their own IT infrastructure. The...
Mar. 26, 2017 03:30 AM EDT Reads: 7,313
SYS-CON Events announced today that IoT Now has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
Mar. 26, 2017 03:30 AM EDT Reads: 3,880
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex softw...
Mar. 26, 2017 01:45 AM EDT Reads: 3,771
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
Mar. 26, 2017 12:30 AM EDT Reads: 1,953
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, will present an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He will expound on the industry issues he frequently came up against as an analyst, and...
Mar. 26, 2017 12:00 AM EDT Reads: 4,191
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
Mar. 26, 2017 12:00 AM EDT Reads: 1,779
The financial services market is one of the most data-driven industries in the world, yet it’s bogged down by legacy CPU technologies that simply can’t keep up with the task of querying and visualizing billions of records. In his session at 20th Cloud Expo, Jared Parker, Director of Financial Services at Kinetica, will discuss how the advent of advanced in-database analytics on the GPU makes it possible to run sophisticated data science workloads on the same database that is housing the rich inf...
Mar. 25, 2017 10:45 PM EDT Reads: 3,701
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
Mar. 25, 2017 09:45 PM EDT Reads: 3,630
Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, represent...
Mar. 25, 2017 08:45 PM EDT Reads: 6,078