SOFTWARE PARTNERING AND CHANNEL STRATEGY: SELLING MODELS, REVENUE RATIOS SOFTWARE MARKET FORECASTS TO 2003
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Software business sales strategy emphasizes the
development of a targeted line of software products for business and personal
use, marketed through multiple channels of distribution. IBM, Microsoft,
and Autodesk illustrate companies that have been extremely successful utilizing
a partnering strategy for sales of product and product upgrades.
OEM supply of software represents a significant means of software distribution. Microsoft and a range of smaller companies have been particularly successful using OEM strategy to have hardware suppliers ship units with software preinstalled.
Software products are highly targeted. Platforms and applications product groups are responsible for a particular area of software development and marketing. Platforms groups develop operating systems that are targeted by industry to PCs and servers by resellers. Applications and tools groups create applications and software development products. The consumer platforms group develops system software for intelligent devices.
Software sales organizations are responsible for building long-term business relationships with the channel and with large customers. Groups are organized to serve various customer types, including original equipment manufacturers (OEMs), end-users, organizations, enterprises, application developers, Internet content providers (ICPs), and infrastructure owners. Large enterprises offer tailored license programs, enterprise-wide support, consulting services, and other specialized services.
SOFTWARE PARTNERING AND
CHANNEL STRATEGY:
SELLING MODELS, REVENUE
RATIOS
SOFTWARE MARKET
FORECASTS TO 2003
Market
Parameters:
Regional
sales
Direct
sales
National
presence
OEM
positioning
Dealers
Internet
market presence
Resellers
/ VARs
Partnering
represents a way to extend the customer base of a company.
Strategic partnering can rapidly extend market share and reach for a
new product. The implications of
partnering are discussed in the context of more traditional distribution,
direct sales, reseller, VAR, and OEM strategies for the software industry.
The Study Addresses:
·
Market
strategies for partnering
·
Strategic
positioning of software companies
·
Strategic
market alliances / Market directions
·
Risk/reward
scenarios
·
Access to
customer bases
You NEED This Study
COMPANIES
PROFILED
Aspect
AutoDesk
BEA
BMC
Candle
CHS
Electronics
CompUSA
IBM
Ingram
Micro
Inacom
Microsoft
Merisel
Netscape
New
Era of Networks (Neon)
Oracle
Scopus
Technology
Symantec
Tech
Data
Wind
River
REPORT OUTLINE
EXECUTIVE SUMMARY
Market definition and directions
Business Model
market Channel description
Indirect Sales Channels
Resellers
Distributors
OEM
Systems Integrators
Margins
Direct Sales
OrganizaTions
Commissions
Incentives
Customer Support
Number of sales people
US
Rest of World
Training
Strategic positioning
The value of partnering
Selected company partnering
Extending the customer base
PARTNERING STRATEGY
Business Sales
Distribution
Leading Resellers
TeleSALES
Channels
Integration Services
COMPETITION
Internet Providers
Distributors and
Resellers
Large Accounts
Systems Integration
Providers
OEM Channel
MARKET FORECASTS
International Sales
Advertising
Low Margins
Distribution
Fragmented Markets
Products And
Customers
Product Development
Trends
Wholesale
Distribution Business
Market Momentum
Sales Costs
Cost Structure
Cost Of Revenue
SOFTWARE SALES MARKET DYNAMICS
Competition
Product Upgrades
Channel Mix
OEM Software Revenue
Forecasts
COMPANY INITIATIVES
IBM E-Business Initiative
Microsoft
Organization
Licenses
Sales, Marketing
Investments.
Marketing And
Distribution
Distributors, Resellers, OEM
Channel Strategy
Channel Revenue
Server Applications
Market Presence
Aspect Product Pricing
Symantec
Products
Sales And Marketing
International Distribution
BEA
BEA TUXEDO
Autodesk
Marketing and Sales
Shipments
SAP Industry Solutions
Aspect
Aspect Financials
Ingram Micro
Inacom
CHS Electronics
Tech Data Business
Strategy
Balanced Product Mix
Customer Service
Sales Force
CompUSA
TECHNOLOGY
APIs
On-line Information System
CTI Technology
Distribution Centers
Technology Planning
Technology Procurement
COMPANY DESCRIPTIONS
Aspect
AutoDesk
BEA
Direct Sales
Product Sales
Implementation Cycle
BMC
Candle
Candle MQSeries
Admin
CHS Electronics
CompUSA
IBM
Ingram Micro
Inacom
Microsoft
Merisel
Netscape
Marketing
Marketing On The
Internet
Target Marketing
Netscape
Distribution
Netscape Direct
Sales
Netscape Telephone
Sales
New Era of Networks
(Neon)Oracle
Scopus Technology
Symantec
Tech Data
Wind river
PARTNERING STRATEGY
IBM Innovative
Partnering
Neon MQIntegrator
Microsoft partners
BEA Strategic
Partner Relations
Autodesk
FRAMEWORKS AND PLATFORMS
Core Business
Marketing and Distribution
Certified Solution Provider
programs
Software Customers
Customer Focus
Customer Feedback Loop
Branding
Value Of Logo
EAI Frameworks
Candle
CTI Frameworks
AVT
LIST OF TABLES AND FIGURES
Microsoft
International Subsidiaries
Ratio of Sales and
Marketing Employees to
Total Employees,
Ratio of Sales and
Marketing Employees to
Total Employees, Industry,
Ratio of Sales and
Marketing Expenditures to
Total Revenue, 1998
Ratio of Sales and
Marketing Costs to Sales and
Marketing Employment
Ratio of Sales and
Marketing Costs to Total
Revenue, 1998
Ratio of Sales and
Marketing Costs to Sales and
Marketing Employment, Industry, 1998
Sales, Distribution
and VAR Ratios, 1998
Software Industry
Summary Market Forecast,
1996-2003
Database Software
Industry Summary Market
Forecast, 1996-2003
Number of Software
VARS and Resellers
VAR and Reseller
Revenue, 1998-2003
OEM Software
Revenue, 1998-2003
Regional Software
Market Segments, 1998
IBM E-Business
Offerings.
SymantecPrincipal
Products
AutoDesk Hardware
Partners
CompUSA State Stores
Candle Partnerships
And Relationships
Candle MQSeries
Admin Offering
Core businesses that
support software partnering
Type of customers likely to
buy application development tools
Targets for end-user sales
and marketing
Infrastructure service
providers
Selected distributors and
resellers
Hardware PC OEM partners
Unified messaging used in
customer service
Logo designation
Types of coupling between
applications
Natural Microsystems CTI
strategic product positioning
Natural Microsystems
product capabilities
REPORT METHODOLOGY
This
is the twentieth in a series of market analysis of software, operating
system, middleware, telecommunications,
and information services. The
project leaders have significant experience preparing industry studies.
Forecasts are based on primary research and proprietary data bases.
In-depth interviews are conducted with a broad range of key
participants in the market. Studies
are based on primary research.
about
the company
WinterGreen
Research, founded in 1985, provides strategic market assessments in
telecommunications, communications equipment, health care and advanced computer
technology. Industry reports focus
on opportunities that will expand existing markets or develop major new markets.
The reports assess new product and service positioning strategies; new
and evolving technologies; and technological impacts on products, services, and
markets. Market shares are
estimated. Leading market
participants are profiled, and their marketing strategies, acquisitions, and
strategic alliances are discussed. The
principals of WinterGreen Research have been involved in analysis and
forecasting of international business opportunities in telecommunications and
advanced computer technology markets for over 30 years.
about
the principal authors
Ellen T. Curtiss, Technical
Director, co-founder of WinterGreen Research, conducts strategic and market
assessments in technology-based industries.
Previously she was a member of the staff of Arthur D. Little, Inc., for
23 years, most recently as Vice President of Arthur D. Little Decision
Resources, specializing in strategic planning and market development services.
She is a graduate of Boston University and the Program for Management
Development at Harvard Graduate School of Business Administration.
Susan Eustis, Vice
President, co-founder of WinterGreen Research, has done research in
communications and computer markets and applications. She holds several patents in microcomputing and parallel
processing. She is the author of
recent studies of the Regional Bell Operating Companies' marketing strategies,
worldwide telecommunications markets, and of a study of Internet markets.
Ms. Eustis is a graduate of Barnard College.
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PARTNERING AND CHANNEL STRATEGY: SELLING MODELS, REVENUE RATIOS, SOFTWARE
MARKET FORECASTS TO 2003
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