Transcription
Jim Butler, MicrosoftSenior Regional Director, Hosting & Software Services, AsiaMicrosoft Corporation
Reaching Scale with Hosted ServicesJim ButlerIndustry Market Development ManagerMicrosoftSept. 23, 2010
3
No Cloud Growth Slides4
No Cloud Hype Slides5
BIG Aspirations Have Always FueledMicrosoft!6
7
8
Evolution to Cloud ServicesWhat’s Different?What’s the Same?9
3 Keys to Deliver Cloud Services Profitably10
How to Reach Scale Building a big boat(server farm) is actuallynow the easy part. Navigating the rockyshoreline (transition tothe cloud) with a solidGTM plan is thedifferentiator.11
Go-To-Market ProcessOriginally designed for Hosted Exchange, Sharepoint and Office Communications Server butapplicable to many hosted offerings today.12
Research and Segmentation Going after “business customers” is NOT segmentation What does an ideal prospect look like?New Prospects Starting as a new business Growing business (new employees) Data centric vs. voice oriented Real time decisions with data Has “multiple things to do” – Calendar, Contacts Distributed people TravelerExisting Customer Prospects Data centric vs. voice oriented Younger Growing Business Distributed people Higher communications bill 25 emails per day (Email important) 100 contacts (People important) 5 appointments per week (Schedule important)13
Prospects: Targeting within the SMB marketBuyer TypeKey Attitudes/ActionsTargets14Position/Objection
Spending on ICT: Driven by Innovators & IntegratorsIn the SB market these two Segments drive 51% of the opportunityRatio of ICT Spending Proportion toSegment Proportion23%Avg. ITSpendPer Firm 4,80926%Avg. ITSpendPer Firm 8%Integrator30%22%21%11%% of UniverseAvg. ITSpendPer Firm 10,932Avg. ITSpendPer Firm 16,1941.351.000.920.590.00Integrator Innovator Pragmatist Minimalist% of ICTSpending15
Marketing Content – Getting the RightMessage Across67%57%52%46%45%31%18%4%16
Key Messages are Operational “Productivity”& “Collaboration”ProductivityOperational Needs52%Ability to access email via the web38%35%Reliability (i.e., limited downtime)32%Low total cost of ownership24 x 7 Tech supportAutomatic backup and storage of messaging dataSecurity (including virus protection, spam filtering, andsecurity of stored data and messages)Minimalists Pragmatists Integrators InnovatorsReputation of the hosting providerEase of managing mailboxes (including adding andremoving users)CollaborativeMultiple Offices46%Professional management by a hosting provider37%29%Collaborative NeedsAbility to access email on mobile devices (i.e. laptops,PDAs, and smartphones)12%Ability to share calendars, task lists, & address booksAutomatic synchronization of email, calendar, tasks,and contacts between your PC and mobile devicesMinimalists Pragmatists Integrators InnovatorsAbility to share files and content17
18
Message is NOT a Feature ListStorage1GB2GB4GBYYYYYY10MBYYY10MBYYY20MBMobile Access ( Push Mail)NNYOffline AccessNNYCalendar/Address BookSynchronizationNNYSearch throughEmail ar SharingYNYAccess through POP ClientYYYFilters and preferencesNNYSecurityAnti Virus / Anti SpamFeaturesCalendarAddress BookNotes/To Do ListAttachment Limit19
Offer/BundleGTM Success Model 5% Standalone Sale*service provider analysis 5% POP Upgrade to MAPI* 90% MAPI BundlesWith Network*Sampling of top Telco% Revenue HostedExchange/OCS**20
Bundling Success ExamplesComcast OfferBundles Hosted Microsoft Services withevery business BroadbandPackages MAPI e-mail seats (asopposed to POP3) with offeringCore sales person sells bundle andspecialist sells enables usageCbeyond Offer:US CLEC and MVNOBundled with Broadband andWindows Mobile with HostedMicrosoft ServicesSales teams measured onApplications per User21
CBeyond - Applications Protect ARPUMonthly Revenue per Customer 1,000Cbeyond ARPU (all packages)Estimated Market Value ofWireline Voice & Broadband* 400 200BeyondVoice I pricing has remained constantdespite the erosion of basic voice & datapricingApplications included in BeyondVoice I: 800 60085% of Cbeyond’s customers purchase theBeyondVoice I package200320093 Yr Contract Pricing 495 /mth 495 /mthBroadband Internet (T1)1.5 Mbps1.5 MbpsVoice Lines5 lines4-6 linesLong Distance Minutes1,500Mobile MinutesMobile LinesWeb HostingBasic Email (MicrosoftExchange)We 0expect total ARPU to remain flat orQ1-04Q1-05Q1-06Q1-07 adoptQ1-08 moreQ1-09grow modestlyas customersproductivity enhancing applications.VoicemailFax-to-EmailSecure DesktopSecure BackupManaged FirewallConference CallingVPN Remote User221,500-0-2 lines5 GB-unlimited-1 group1 user1 user2 GBincluded60 minutes1 user
Sales Process Questions1. NEED: How do I help the customer?2. UNDERSTAND: How do I find and relate to themost likely buyer?3. SELL: What type of relationship am I askingthe buyer to enter into with the company?4. OBJECTIONS: How do I handle any initialrelational challenges and objections to formingthe relationship?5. SATISFACTION: How I make sure that thecustomer is ultimately satisfied?23
SMBs using Business Class Email are ½ aslikely to switch providersISP switching was lowest amongst respondents using business class email via aservice provider – 49% less than those using basic webmail onlineThose using Business Class EmailFrom a Service Provider are half aslikely to switch to another provider vs.those using Webmail100%75%66%51%Basic WebmailOnlineBasic POP Business Class Emailvia In-House ServerService24Business Class EmailVia ServiceProvider
Significant reductions in churn as productivityenhancing services are addedTypical Path to ProductivityTacticalSelection ofInternetProvider Price, ConvenienceRelativeChurnIndex *100%FindReliableServiceProvider Fair Price BusinessOriented75%UpgradeBandwidth toHigh Speed/BusinessClass65%25 BusinessClassEmail51%AdditionalServices FileSharing UnifiedComms. 51%
Activation: Best Practices Process can be done in under30 minutesThe process is well documentedThe process does not requireeveryone to migrate at thesame timeThe process prevents any e-mailsbeing lostThe process helps to build arelationship between you andthe customer26
Support Full support knowledge baseintegrated withsupport.microsoft.comActivation contentEveryday productivity guidesActivation TelescriptsWeb based training forsupport representativesDone right – 85-90% ofpurchasers activateNot done right – 30% activate27
Go-To-Market ProcessOriginally designed for Hosted Exchange, Sharepoint and Office Communications Server butapplicable to many hosted offerings today.28
3 Keys to Deliver Cloud Services led People29
SILVER SPONSOR31
BackupAgent - online backup for Service Providers Enrich your portfolio with a highly profitable backup service!! Online backup for SMBs & consumers Automatic daily backupsSecure & EfficientPC and Server backupPlug-ins for MS Exchange, SQL, MySQLSupports Windows, Mac and Linux Deployable backup platform Private labelMulti tenant (reseller proof)ScalableProvisioning integration Integration with Parallels Automation32
Lunch Sponsored by:Exhibition Hall OpenLuxCloud34
Comcast Offer Bundles Hosted Microsoft Services with every business Broadband Packages MAPI e-mail seats (as opposed to POP3) with offering . ISP switching was lowest amongst respondents using business class email via a service provider - 49% less than those using basic webmail online
