Momentum continues to build for the software-as-service model, with Fortune magazine, among others, recently citing this approach as one of the five biggest trends in technology. Some software firms have begun to gain traction with this approach, but many others are struggling with the difficult realities of successfully marketing, selling, and delivering subscription-based offers. To truly create the value that will make these programs sell into the mainstream, vendors need to do four things.
It wasnt all gloom and doom at ITSMA’s March 20 Executive Roundtable in Boston, but the senior marketers in attendance did acknowledge the continuing challenge of finding sources of near-term growth for services. Nevertheless, participants from companies such as BearingPoint, Brooks Automation, Dimension Data, EMC, Hewlett-Packard, IBM, Lucent, PTC, Spherion, Unisys, VFA, and Xerox suggested six types of initiatives that can contribute to growth right now.’
One of the greatest challenges in developing new services and solutions is that windows of opportunity close quickly in a copycat environment. Long a problem in products, the rapid appearance of “me-too” challengers is increasingly a problem with services and solutions as well. Cap Gemini Ernst & Young’s New Service Offer Launch Process provides a great example of creating an effective, systematic program to bring new global services offers quickly to market.