Taking SaaS to market: a European perspective

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Delivering SaaS

The ideal channel for delivering SaaS is greatly dependant on what the specific SaaS application is. Telcos, for example, already deliver outsourced infrastructure services to SMBs (i.e. broadband, pop / webmail, hosting, and in the cloud security). Vendors who offer services that are natural complements will find telcos to be a ready-made channel (e.g. it doesn't take a leap of faith for an SMB to upgrade their telco-provided POP email to Exchange, or to purchase additional IT security and communication / collaboration services from them).

For more business oriented and "high touch" application services, some telcos will have, or can develop, the credibility to deliver these services. However many SMBs may be more inclined to purchase the SaaS version of these services from the same "trusted provider" that they would look to for the on-premise versions of accounting, CRM, etc. (e.g. VARs, MSPs, consultants, professionals, and boutique service providers). And for these applications, there will be a need for additional consultation services to help SMBs integrate these on demand offerings into their back-office business processes.

With thousands of different SaaS solutions available, sourcing "best of breed" is an overwhelming task for SMBs, and as a result they will increasingly look to value-added delivery channels as a "trusted advisor" to help them. So SaaS offers terrific opportunities for existing and new channels to deliver more value to their customers, but success will build from the foundation of how they deliver value today. Context is key, and there is no "one size fits all" channel.

Steve Crawford
VP Marketing
Jamcracker, Inc.

Posted by: scrawford@...   Posted on: 02/11/08 You are currently: a Guest | Members login | Terms of Use

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