The Long Tail of the SME Market
How BT and Microsoft are
partnering
to SaaS empower ISV‘s
Alan Bennett – Microsoft Solution Architect
Joseph Black – BT Director - Emerging Business and Technology
ISV’s and
Content
Providers
Hosting Organisation
Web Hosting
Data Hosting
ISV
Applications
ISVISV
Applications
ISVApplications
Applications
Server
Purposing
Centralized
Management
Service
Provisioning
Monitoring
and Reporting
Update
Management
ISV
Customization
ISV
Customization
ISV
Customization
ISV
Customization
ISV
Customization
Hosted
Service
Components
Infrastructure
Components
End User
Microsoft Windows Server System
Service Delivery
Service Provider
Platform
Components
ISV’s and
Content Providers
Hosting
organisations
Service Aggregation
Call Control
Location
Presence
SMS
Service Delivery
Platform (SDP)
Service Provider
Billing
Payment
Support
Connected Services Framework
Order
Handling
Single Coherent view for the
end user
End User
Connected Services Framework
BT Service Delivery Platform
• The CSF forms the core of the
BT SDP for BT Retail
• The SDP was developed in
partnership with Microsoft to
decrease cycle times and costs
associated with new service
deployment
• BT currently provides a small
but growing set of services to
the SME market
• Now
– Microsoft Exchange
– Data Backup (Novell)
– Web Hosting (Hostopia)
• Q1 2007
– Security (Authentium)
– Remote Access (Citrix)
• Q3 2007
– Microsoft CRM
– Microsoft Enhanced Voice
• Q4 2007
– Microsoft Office Live
SME Long Tail SaaS Opportunity
• The cost to deliver
software has been
significantly reduced
• The formerly inaccessible
SME market is now
available to ISVs
• 2009 SME Market for SaaS
in the UK is £144M
SME Long Tail SaaS Challenges
• Demand
– Indentifying market
demand
– High cost of search results
in missed opportunities
• Supply
– Service offerings geared
towards a broad horizontal
market
– What about niche demand?
BT Tradespace
BT Application Marketplace
• BT Tradespace is the SME version of the popular
MySpace.com social networking site, providing an
effective way for SMEs to share content with their
customers
• BT Application Marketplace is a Tradespace
community for ISVs to distribute their applications
through a BT branded & marketed environment
– An active search tool allows SMEs to easily locate products
they know they are interested in
– ISV promotion is also facilitated through customer product
reviews or the readership of service focused bogs
BT ISV Partner Program
Application
Marketplace
ISV Review Board
Test & Trial
Single Channel
Launch
Multi-Channel Launch
• BT’s and Microsoft’s Goal is
to have 100 registered ISVs
by June
– 71 registered ISVs currently
• Several Microsoft ISV
partners have already
registered
– Sales-i
– Mamut
– NitroSale
BT Web21C SDK
Short Message Service
Voice Call
Conference Call
Location
Presence
Authentication
Profile
• The BT SDK is a set of libraries that
makes it simple for developers to
consume Web Services exposed by
BT
• The SDK abstracts the services
interface and serialization classes by
providing the developer with a
simple object model to interact with
• The SDK implements features of WS
Security and WS-Trust to enable
communication with the BT SDK
Services freeing the developer to
focus on creating their application
Microsoft Connected Services Sandbox
• Live, proof-of-concept CSF environment where an ecosystem of
ISVs, Systems Integrators, Network Equipment and
Telecommunications providers can collaborate to develop new
and innovative services based on the Microsoft Connected
Services Framework
• BT a founding member of the Connected Services Community
• BT sponsoring the first series of “Managed Network Mashups”
managed by TopCoder
• BT’s services are at the core of these competitions
• Managed Network Mashup competitions created to encourage the
development of innovative new services that merge traditional
telecommunications offerings with Web 2.0 applications
• BT Business the sponsor of the first series of managed network mashup
design and assembly competitions
• Winner of the first competition is a collaborative logistics mashup offering
transport companies a revolutionary way to cut costs and streamline
logistic operations
• Mashup utilizes BT’s Location, SMS, Authentication and Presence services,
combined with the MapPoint API
BT & Microsoft
Empowering SaaS ISVs
•Microsoft SaaS ISV Partner Programs
A set of
varied ISV enablement and incubation initiatives geared towards SaaS ISVs of varying maturity, providing them
with business and application design and development services, reliable and secure hosting infrastructure and
special software pricing
Enablement
and Incubation
Distribution
•BT APIs and Software Development Kits – www.sdk.bt.com
A set of
highly secure services that ISV developers can integrate into their offerings through a series of SDKs with a wide
range of interfaces, including .NET, allowing ISVs to integrate the power of BT's global infrastructure into their
software with as little as one line of code
•Microsoft Connected Services Sandbox – www.networkmashups.com
A live proofof-concept environment designed to facilitate an ecosystem of customers, ISVs and other partners to
collaboratively integrate and demonstrate the value of the Connected Services Framework (CSF) and other
Microsoft and Microsoft Partner products and solutions
•BT SaaS ISV Partner Program - www.isvpartner.bttradespace.com
ISVs have a
quick and effective way to promote their applications to BT’s fast growing online community of SMEs, called
Tradespace, and thereby grow their business through the BT online Application Marketplace Tools to facilitate the
discovery of ISV products through both active and passive search for SMEs will grow their business and help BT
identify partners whose applications could become part of the BT product portfolio, launched via our SDP and
marketed to over 500,000 and growing SME broadband customers who are increasingly interested in on-demand
software services
Conclusion
•
There is a huge opportunity for ISVs in the SME Market - BT and SMEs want your hosted
applications
•
BT and MSFT have programs and a platform to get you to market
•
BT has tools to help you leverage BT’s assets – W21C SDK and WES SDK
•
Sign up for the Connect Services Sandbox and WES enable your applications
– www.networkmashups.com
•
Download the .NET W21C SDK
– www.sdk.bt.com
•
Set up your Tradespace and Register in the Application Marketplace
– www.bttradespace.com
– www.isvpartner.tradespace.com
© 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the
part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.