I’ve now done quite a few business modeling sessions with ISVs about operationalizing their cloud strategies. Every case has its unique needs, but there are some commonalities as well.
When asked about services layer elements, like monitoring, metering, billing and provisioning, all claim to have a handle. However, when you scratch the surface none have all services elements thought out and automated. A whole ecosystem ecosystem of services layer partners exists. Some are more mature than others, but all seem to require a degree of configuration and customization to work with complex enterprise solutions. Green Button plays in an interesting space with regards to burst compute provisioning, but I cannot see ISVs agreeing to their margins for long. The ability to provision compute from hot nodes on demand should be an in built PaaS feature.
Financial transaction modeling is also an area were ISVs need help. It is not that mature ISVs would not have advanced financial systems for accounting or that they would not be able to calculate their cloud costs. It is more a need to have the ability to do sensitivity analysis based on average deal sizes. What is required for breakeven? What is realistic? What is in it for the channel? Often ISVs real their modeling at reaching an acceptable breakeven model, but neglect to calculate what profit margin that would offer for partner who is looking to commit a full time resource to promoting the solution. Partners are not in it to breakeven. They want a profit margin on top of cost of sales and/or cost of support.
ISVs that are not used to SaaS pricing need to rethink their incentive models. A 100k on premise solution with 20k S&M component, for a partner with 40% margin on first year, will provide less than half the profit margin as a reoccurring SaaS deal, all else being equal. We need to look at the life time value of the deal. If we were to provide 10% on subsequent years for both S&M and for SaaS renewal the partner would still not benefit from a SaaS sale over an on premise sale. Assuming that a typical technology depreciation cycle is 5 years, a SaaS partner would not breakeven with an on premise partner before the on premise partner sells a whole new solution with perpetual licensing and the whole cycle starts again. Pricing in all models needs to be based on roles and responsibilities of parties concerned. The question is what are the roles and responsibilities in a SaaS model and how they differ from a perpetual license sale?
Value articulation can also be tricky. ISVs often fall victim to separating their core value and value derived from the cloud. Faster, cheaper and easier associated with cloud in general doesn’t differentiate any more. What that specific solution can do when powered by the cloud differentiates and should be integrated into the core value messaging. One value often under utilized is big data inherent to large multitenant solutions. This degree of benchmarking and data analytics has not been possible on premise and is one of the core value adds of the cloud.