Cloud & Smarter Infrastructure
Changing the Game with C&SI SaaS Solutions for Business
Partners
© 2014 IBM Corporation
Agenda
 SaaS Market Overview
 C&SI SaaS Offerings
 SaaS Channel Business Models
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What is Software as a Service (SaaS)?
• Software as a Service (SaaS) is a software delivery model in which software and
associated data are centrally hosted in the cloud. SaaS is typically accessed via a web
browser. Payment for the service is through a subscription model.
• You are using SaaS today if you access applications like Facebook, Twitter, or gmail.
See the last page in this deck for additional resources on SaaS, Cloud, and utility-based computing
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…and the decision making process is changing
Decision making power is shifting from the traditional IT buyer to a new audience - the Line of
Business owner & practitioner



By 2016, 80% of new investments will directly involve LOB execs with LOB leading decisions in more than 50% of those investments
48% discover brands they are not aware of while searching, 24% decide which brand to purchase solely from their self directed digital research
60% of the IT purchase process decision is completed before the prospect engages a vendor
Decision
Makers
Decision Makers
Economic
Buyers
Influencers
Recommenders
Practitioners
4
*Source: Google & Compete
B2B Customer Study, June 2012
CIO
CTOs
IT Managers
IT Operations
Manager
Data Center
Manager
Developers
Technical
Leaders
System
Administrators
IT Operations
Data Scientists
Users
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How can SaaS help?
•
•
•
•
•
•
5
Improved TCO due to lower infrastructure costs (Capex), low
labor costs (Opex)
Flexible subscription pricing
Minimal upfront investment
Continuous delivery of new capabilities allows rapid innovation
and access to immediate code fixes
Lower risk with try and buy approach
Accelerates evaluations and decision making
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What is the Total Cost of Ownership?
On-premise vs. Saas
Software Subscription or License costs
• Software Subscription or License costs
• Support and Maintenance
Infrastructure Costs
• Hardware
• Storage
Management and Operations
• Deploy App
• Support Training
• App Tuning
• App Support
• Software Maintenance (e.g upgrades)
250,000
Small Deal Total Spend
200,000
150,000
100,000
50,000
0
On Prem
SaaS
1650 VMs
300 VMs
700,000
30 VMs
Medium Deal Total Spend
2,500,000
Large Deal Total Spend
600,000
2,000,000
500,000
1,500,000
400,000
300,000
1,000,000
200,000
500,000
100,000
0
01-1Q
01-2Q
01-3Q
01-4Q
02-1Q
02-2Q
02-3Q
02-4Q
03-1Q
03-2Q
0-3Q
03-4Q
04-1Q
04-2Q
04-3Q
04-4Q
05-1Q
05-2Q
05-3Q
05-4Q
0
On Prem
6
SaaS
On Prem
SaaS
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Why are Customers buying SaaS?
Other
17%
Customers that wish to replace
existing licensed and/or
client/server applications
with SaaS applications
15%
Customers that want to shift from
Capital Expenses (On-premise) to
Operating Expenses (SaaS) to
fund software purchases
18%
Customers who want to quickly
gain access to new capabilities
that they cannot obtain by
purchasing existing software
products and services
50%
*Source: Gartner, Softletter, Forrester, GigaOM
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Agenda
 SaaS Market Overview
 C&SI SaaS Offerings
 SaaS Channel Business Models
8
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IBM Service Exchange – Digital Presence
•
•
•
•
Readily available
Continuous delivered
Scaling to needs
Immediate Feedback
Learn
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Why is this important to YOU?
Service Engage faster time to value for your clients
POC in days not weeks / months with 30 day evals
Earn quick wins, close more often, earn more money
Expand your footprint in your accounts using a land and expand strategy
Displace competitors, on flexibility, broad capabilities, lack of comparable offer
Service engage puts you and
your clients in the driver’s
seat.
Take a drive today!
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Links – Service Engage, IBM, PartnerWorld
IBM Application Performance Management (SaaS) increases your end user
satisfaction with complete visibility and control of your application environment.
Pain points
How this offering helps
User scenarios
Typical buyers
•
•
•
• Quickly identify and resolve a
bottleneck
• Ensure SLA and KPI compliance
• Manage all types of workloads
• Prevent outages
• IT Ops Managers - reduce infrastructure
costs
• LOB Owner - accelerate delivery of new
services
• App Developers - monitor their apps
•
Increasing maintenance costs
No end-to-end view of app
health
Missed SLAs
•
•
Find the root cause of application problems 90%
faster
Improve the availability of critical applications by
60-90% with integrated analytics
Reduce the length of outages and slowdowns by
50%
List Price
Key Competitors
Questions to ask
•
APM Entry: $25/month per Average
Managed Virtual Server (aMVS)
• New Relic - Customer Analytics performance benchmarks, plug and play
in API marketplace, Open platform for community to contribute, wide
coverage of languages
• Do you have apps moving to – or already in – the Cloud,
with connections to your data center?
•
APM Diagnostics: $120/ month per
Average Managed Virtual Server
(aMVS)
• AppDynamics - Automated Remediation , Automated service tickets with
ServiceNow, auto provisioning with Chef & Puppet scripts, open platform,
API marketplace presence
• Are your app teams decentralizing and gaining
independence?
• Are your app lines of business moving to an OpEx
model?
• Compuware, Quest – Customer behavior analytics, Click streams,
conversion rates, page load times,
• Competitive Differentiators:
• Flexible delivery options allow for SaaS, on prem, and hybrid
environments
• Integrated analytics for faster root cause analysis and problem
resolution
• Broad application coverage from new cloud based languages
to traditional enterprise workloads
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Links – Service Engage, IBM, PartnerWorld
IBM Workload Automation (SaaS) drives the execution of Business Processes with the
lowest TCO across all environments, servers and applications. It offers speed of automation,
power to business and precise governance.
Pain points
How this offering helps
User scenarios
Typical buyers
•
•
•
• Get time back by automating your
processes - Automate BI & ERP
processes in minutes
• Manage your business SLA’s - Run
and monitor workloads wherever you
are
• IT Ops managers - wants to move to a
service-centric delivery organization
• LOB owner – wants low cost solution with
immediate benefits, ease of use and
scalability to grow with evolving needs.
•
Need to reduce expenses
No resources to build an
automation infrastructure
Lack of technical know-how
hinders automation
•
•
30% reduction in execution time of business
workloads, resulting in millions of $$$ in savings
90% reduction in labor costs and total control of
business SLAs
35% savings in operation costs and improved staff
productivity to support additional workloads
List Price
Competitors
Questions to ask
New Customers
 1k - 25k jobs  each 1k job pack is priced at $70/mth
 25k - 250k jobs  each 1k job pack is priced at $56/mth
 250k – 1,000k jobs  each 1k job pack is priced at $35/mth
 > 1,000k jobs  each 1k job pack is priced at $21/mth
• Traditional vendors (BMC, CA, ASG)
• Specific Solution vendors (e.g. RunMyJobs, Flux,
Network Automation, Advanced Systems Concepts)
• IT Ops manager: Are you spending too
much money building and managing
your infrastructure?
Competitive Differentiators:
• Get started with ZERO investment. Competitors force you
to make an upfront commitment.
• Faster TTV with a ready-to-use application catalog.
Competitors need your to reach out to business partners
to get started.
• IBM’s strong commitment to Open Standards - With
OSLC, workload automation is easily integrated with
other OSLC-enabled applications like monitoring,
ticketing, etc.
• LOB owner: Is it taking too much time
to automate your processes, and
monitor them through simple interfaces
?
Existing Customers
 1k - 25k jobs  each 1k job pack is priced at $56/mth
 25k - 250k jobs  each 1k job pack is priced at $35/mth
 250k – 1,000k jobs  each 1k job pack is priced at $21/mth
 > 1,000k jobs  each 1k job pack is priced at $21/mth
(*existing customers continue to pay S&S)
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Links – Service Engage, IBM, PartnerWorld
SmartCloud Control Desk (SaaS) delivers a unified service management solution to
simplify business processes, maximize asset efficiency, and improve the end user experience
Pain points
How this offering helps
User scenarios
Typical buyers
•
•
•
•
•
• Combine processes controls with
runbooks
• Synch data across unified domains
• Get a working environment up and
running in hours, not weeks
• LOB owner: Low cost, quick TTV,
ease of use and scalability to grow with
evolving needs.
•
•
Fragmented service management
processes are causing inefficiency
No visibility of assets across the
enterprise
Hard to manage multiple apps on
different platforms
Reduce IT change related outages by 70%
Improve first call resolution rate by 25%
Reduce request response times by 60%
Lower help desk calls by 80% through end user
empowerment and service request automation
• IT Manager: Reduce infrastrasture
costs
List Price
Competitors
Competitive Differentiators
Questions to ask
•
• Legacy IT vendors (e.g. BMC, HP, CA) are digging
deep to re-work existing ITSM solutions for SaaS
delivery or create brand-new ITSM offerings that
compete with and confuse their existing solutions
Know Weaknesses
•No concurrent user pricing; weak in change
mgt, analysis and planning; charges extra for
run book functionality; No on-premise solution
• Do you want a complete integrated
service management solution? Into
configuration, Change, asset or license
management?
• Emerging vendors (e.g. ServiceNow) are offering
1) Light-weight “no-install” SaaS offerings, 2) “good
enough” – cheap, quick, easy, 3) Very easy to use,
little training needed, 4) Focused on social media
interactions, 5) Often pushing PaaA solutions to
build their IT infrastructure
SCCD Strengths Consistency – Single
offering for both Enterprise & SMB, and SaaS
and On-Premise
Capability –Provide deeper functionality than
competition
Integration - With a wide range of IB/3rd
party products to satisfy any clients needs
• Is IT infrastructure support a core
competency or an ongoing headache?
•
$99/month per Authorized
User
$297/month per
Concurrent User
Entitlement Price
•
•
13
$49/month per Authorized
User
In addition to avg S&S cost
of $26//month per
Authorized User
• Are your lines of business moving to a
SaaS and/or OpEx model?
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Links – Service Engage, IBM, PartnerWorld
Maximo Asset Management (SaaS) Business Case Packaging & Pricing
Part #
Product Name
List Price (USD)
D1338LL
Maximo Asset Management (Saas) Authorized User -- same metric as on- premise pricing – end
users are no charge.
$159 per user per month
D133ALL
Maximo Asset Management (Saas) Authorized User – Overage
$191 per user per month
D132RLL
Maximo Asset Management (Saas ) Concurrent User -- same metric as on- premise pricing the
maximum number of users who will be logged onto the system. End user are no charge.
$477 per concurrent user per
month
D1331LL
Maximo Asset Management (Saas ) Concurrent User - Overage
$573 per concurrent user per
month
D133BLL
Maximo Asset Management (Saas Non-production Instance - one non-production instance is
included with the base subscription – this is for additional non-production instances. Will support 30
concurrent users.
$3,300 per instance per month
D133DLL
Maximo Asset Management (Saas ) Non-production Capacity Add-on Instance - the base nonproduction instance supports 30 concurrent users, this option adds increment of 30 concurrent users.
$3,300 per instance per month
D1332LL
Maximo Asset Management (Saas) Scheduler Authorized User – optional, adds the ability to use
Scheduler to the base subscription
$40 per authorized user per
month
D1337LL
Maximo Asset Management (Saas) Scheduler Authorized User - Overage – optional, adds the
ability to use Scheduler to the base subscription
$48 per authorized user per
month
Service Level Agreement – an optional, but no additional charge, availability SLA for 99.8%
availability exclusive of planned downtime.
No additional charge
There are no S&S parts for Saas Part numbers
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Target SaaS Customers
Application Performance Management
IBM Application Performance Management
Entry (SaaS)
$25/month per Average Managed
Virtual Server (aMVS)
Target: Use existing deployments of IBM
middleware (AIM & IM) to attach APM capability.
Sales Tactic : Call on IT Ops, LOB or App Dev team
and ask about middleware & app performance
monitoring
Workload Automation
IBM Workload Automation (SaaS)
Starts at $70 per 1,000 executed
jobs per month
Target: High labor costs and risk of human errors as
a result of manually intensive work to synchronize
activities across enterprises.
Sales Tactic : WA SaaS automates repetitive tasks in
support of business services, and control on-time
delivery of those services
IT Service and Asset Management
IBM SmartCloud Control Desk (SaaS)
$99/month per Authorized User
$297/month per Concurrent User
15
Target: Customers with huge cost to upgrade old
versions helpdesk (BMC, HP), linking configuration
Items (CIs) to their IT assets, slow service request
handling, incident and problem resolution
Sales Tactic : SCCD SaaS as cost effective option to
solve the above issues.
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Existing Customer Up-sell
How to farm existing install base
Solutions To Sell
IBM APM (SaaS)
Existing Install Base
Add-on Value Propositions
SmartCloud Control Desk (SaaS)
Detect an issue, automatically open a ticket
Netcool OMNIbus
Generate alerts when monitored KPI exceeded
Business Service Management
Improve MTTR for monitored business processes
SmartCloud Analytics
Predict and prevent problems with insight into
patterns and trends
Workload Automation (SaaS)
Quickly and easily identify system and application
problems that are impacting your workload
Workload Automation
(SaaS)
Netcool OMNIbus
Create alerts for workload problems
SmartCloud Control Desk (SaaS)
Open incidents for workload failures
SmartCloud Control
Desk (SaaS)
IBM Endpoint Manager
Trigger automatic provisioning of a desktop
Netcool Omnibus
Generate tickets based on selected events
Tivoli Application Dependency
Discovery Manager (TADDM)
Use Configuration Information (CI) and
relationship data to manage unplanned change
Workload Automation (SaaS) also integrates with Cognos, Datastage, Informatica, Netezza, WebSphere MQ,
Platform LSF, Sterling Connect Direct.
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Key Considerations for Partners
Business Value
Why SaaS: $1-2Billion addressable market for CSI SaaS offerings, with 50-100% growth rate
for various solutions.
Average deal size: 100-200K Annual Contract Value, with 30-40% growth on the same account
as user base and scope expand
Software vs services ratios: 1:2 as configuration, customization and integration work remains
(only install and standard configuration come with SaaS).
Sales cycle: 1-2 months, as 60% of prospects know what they want before they contact
vendors. The key is to engage prospects effectively in digital marketing.
Return for BP: brand-new SaaS revenue stream, with associated services
Distribution model: authorized distribution, the same as on-premise counterparts
Target BP seller:
- Certified BP with APM, SCCD, TWS, EAM skills
- MSP
Target end user:
- APM: IBM middleware (AIM/IM) customer
- SCCD: BMC, HP customer with older versions Helpdesk, with high upgrade costs
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Agenda
 SaaS Market Overview
 C&SI SaaS Offerings
 SaaS Channel Business Models
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Business Partner SaaS Business Models
IBM
BP
delivered
delivered
SaaS
SaaS
Referral
Re-Marketers
BP Storefront
Application
Specific
Licensing
(ASL, xSP)
BP’s solution
bundled with
IBM perpetual
software





19
Autonomous selling
Level 1 & 2 Support provided by
the partner
IBM
Software
Value Plus
(SVP)
Leverage
standard two
tier distribution
channel
•BP resells, invoice, deliver
IBM Sales Rep is incented
•Authorized Partners only
Restricted-Use License;
License held by partner
•Standard VAD/ VAR
incentive model
Known price to BP for the IBM
SW for the duration of contract
•IBM provides Level 1 & 2
Monthly parts available on
selected products
•Partner Guided Selling tool
used to quote and sell
IBM SaaS
Solution
Provider
(SSP)
BP’s expertise
with IBM SaaS
•BP sell, invoice, deliver
IBM Sales Rep incented
•Earn 25% on subscription parts,
for life of contract (single-user)
•Earn up to 35% off tier price for
life of contract (multi-customer)
•Level 1 support provided by
partner
•Tier one contractual relationship
between IBM and BP
•BP prices independently
IBM SaaS
Referral
Incentive
Leverage IBM
SaaS Offerings
to enhance
solutions
• BP identify
Opportunity, Co-Sell
with IBM
• Earn 15% fees on first
contract subscription
• Level 1 & 2 support
provided by IBM
• IBM handles pricing
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IBM Software Value Plus Reseller (SVP)
Key Features
Business Partner resells (remarkets) IBM hardware and or software and…
 Jointly owns customer with IBM
 Uses business know how, related services together with IBM SaaS to drive sales
 Leverages two product categories
o Open - Virtually all IBM Business Partners resell the products through Passport Advantage program
o Authorized – Only Business Partners who are approved under IBM SVP Business Partner
Agreement for the product can resell that product through Passport Advantage program
 Convinces customer to acquire
SaaS solution
 Sell IBM SaaS under Passport
Advantage using IBM service
agreement and terms of use
 Sets customer price and
processes PO through IBM
Value Added Distributor
 Invoices customer
 Sets price to Business Partner
IBM
 Identifies opportunities or
receives opportunity from IBM
VAD
I Business Partner
Roles
 Provides VAD discount
 Invoices Business Partner
 Invoices VAD
 Pays IBM as invoiced for
virtually all charges associated
with service until customer
cancels service
 Authorizes use of service to
customer under IBM service
agreement and terms of use
 Assigns Proof of Entitlement to
customer
 Runs and delivers SaaS
application from its data center
 Provides customer support
 Pays VAD as invoiced
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Operational Model on Service Engage (SVP)
IT Practitioner
Accesses Live
Demo
Trial Environment
Partner Specific URL
to Trial Access
Request to
purchase through
Business Partner
Paid Standard
VAD/ VAR
model
Lead$
Business Partner
Requests
support through
Engage
IBM’s Partner Guided
Selling Tool
Forum, L1,
L2, L3
IBM Hosted Trial
Environment
Sandbox
Leads
SCCD
Unica
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APM
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IBM SaaS Solution Provider (SSP)
Key Features
Business Partner sells solutions, manages accounts, provides support and…
 Owns customer relationship and is single interface
 Uses business know how, related services together with IBM SaaS to drive sales
 Leverages two flexible options available with extra capacity added as required:
o Multiple End User – SaaS Solution Provider commits to volume of SaaS over term and decides
how to utilize capacity across range of customers
o Single End User – SaaS Solution Provider commits to volume of SaaS over term tied to a single
customer (non-transferrable)
 Identifies opportunity or receives from IBM
 Convinces customer to buy SaaS solution
 Delivers total solution
 Authorizes use of service under BP’s service
agreement
 Sets price & processes PO with IBM
 Invoices customer
 Sole customer support interface
IBM
Business Partner
Roles
 Sells product to Business Partner at a discount
 Invoices Business Partner
 Authorizes use of service to Business Partner under
an IBM service agreement & terms of use
 Assigns Proof of Entitlement to Business Partner
 Responsible for running and delivering the SaaS
application from its data center
 Provides support to Business Partner
 Pays IBM as invoiced for charges until canceled
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Operational Model on Service Engage (SSP)
IT Practitioner
Accesses Live
Demo
Trial Environment
Request to
Requests support
purchase through through partner
partner portal
portal
Partner Specific URL
to Trial Access
Lead$
Business Partner
Partner Portal
Earn 25% on
subscription
IBM’s Software Quote
and Order Tool
Partner
Value add
Code
IBM Hosted Trial
Environment
Sandbox
Deliver
Leads
SCCD
Unica
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APM
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IBM Referral Incentive for SaaS
Key Features
Business Partner influences SaaS sale with clients and…
 Identifies opportunities, works with IBM to close sale and deliver SaaS
 Uses marketplace reach and existing client relationships to identify opportunities
 Uses business know how and relationships to jointly close sale with IBM
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 Convinces customer to acquire
SaaS based solution
 Co-sells with Business Partner
 Sells SaaS either under
Passport Advantage or Cloud
Service Agreement
 Sets price & processes purchase
order
 Provides Business Partner fee
payment for processed sales
 Invoices customer
 Authorizes use of service to
customer under an IBM service
agreement and terms of use
 Assigns Proof of Entitlement to
customer
 Runs and delivers SaaS
application from its data center
 Provides customer support
Customer
 Identifies opportunities
IBM
Business Partner
Roles
 Pays IBM as invoiced for
virtually all charges associated
with service until service is
cancelled
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Operational Model on Engage:
IBM SaaS Referral Incentive Program
IT Practitioner
Accesses Live
Demo
Trial Environment
Partner Specific URL
to Trial Access
Request to
purchase through
Engage
Paid 15% of
Annual
Contract
Value
Lead$
Business Partner
Requests
support through
Engage
Forum, L1,
L2, L3
Deliver
IBM Hosted Trial
Environment
Sandbox
Leads
SCCD
Unica
25
APM
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IBM Referral Incentive for SaaS – Rewards
• Applies to:
• commercial accounts only
• virtually all account classifications: Industry, Enterprise Select, Enterprise non Select &
Midmarket
• Payout percentages: contract value
• New Deals: 15%
• Up-sell: 15%
• Contract Extensions: 5%
o Some products not eligible for Contract Extension fees
• Fees paid on Annual Contract Value
• Only includes Subscription Charge Type
• For multi-year contracts, fee is payable each year
• Maximum fee payment: $150,000 per single claim
• Partner creates profile & claims referral incentives
Visit PartnerWorld for more information:
https://www-304.ibm.com/partnerworld/wps/servlet/ContentHandler/swg_com_sfw_sc_saas
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Creating unique URL format to drive Business Partner Leads!!!
For IBM Partners in the SaaS Partner Programs….
URL Format is:
www.ibmserviceengage.com?/utm_source=reference code
reference code =1<campaign><country_code><PartnerWorld_ID>:<email_address>
URL details:
• 1 is fixed for all partner sellers
• <campaign> is the specific partner program: 01 – SVP 02 – SSP 03 – Referral
• Insert your campaign, country code, PartnerWorld ID, and email address into the
reference code
Example:
I am in the SaaS Referral so my <campaign> is 03
I am based in the UK so my <country_code> is uk (see next slide for country codes)
My <PartnerWorld_ID> is xyz123
My optional seller <email_address> is johndoe@uk.partner.com
My reference code = 103ukxyz123:johndoe@uk.partner.com
My URL is = www.ibmserviceengage.com?/utm_source=103ukxyz123:johndoe@uk.partner.com
Distribution of BP URLs:
• VADs would distribute unique URLs for SVP to their Resellers
• Receive unique URL in SSP approval email
• Receive unique URL in SaaS Referral approval email
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How do I maintain my leads?
5
6
SaaS Inside Sales
Rep qualifies client
(Optional)
4
Trial list
BP
SaaS ISR informs
BP that client has
started trial
Client
SaaS ISR
SaaS Inside Sales Rep
receives client response
associated with BP and
matches to trial list
1
BP provides their
unique IBM Service
Engage url to client
Client receives free trial
Client registers
3
2
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Key Resources For SaaS Offerings
• IBM Service Engage
• Partner World SaaS landing page
Find the business model for you
How would you like to work with IBM?
Work with IBM SaaS products (Select one of the sections below for complete details)
1.
Own the customer relationship
SaaS Solution Provider (IBM Solution Provider – IBM Software as a Service)
2.
Resell authorized products through IBM Software Value Plus (SVP)
IBM Software Value Plus (SVP) SaaS
3.
Act as a referral Business Partner
IBM Referral Incentive for SaaS and Software
•Partner World Center of Competency
https://www-304.ibm.com/partnerworld/wps/servlet/mem/ContentHandler/A725247N63902M39
Partner Seller
Community
SaaS CoC
Question
Answer
Partner
IBM
Seller
29
Brand resources
(Legal, PLM, Sales,
Strategy, Pricing,
BizDev,
Competitive)
IBM Seller
Community
Customer
Fulfillment
Back Office
team
SaaS Operations &
Environment team
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