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Document Sample
Paths to Opportunities with
Windows Small Business Server 2003:
Enabling Mobility, Featuring Windows Mobile
Business practices, based on the real-world experience of successful
Microsoft partners, that help you enhance your opportunities in the
small and medium-sized business segment with solutions based on
Microsoft® Windows® Small Business Server (SBS) 2003.
February 2006
www.idc.com
Agenda
Market Opportunity for Mobility and Remote Access in Small
Businesses
Opportunity Drivers for Mobility and Remote Access
SBS 2003 Windows Mobile powered device support and Remote
Windows Workplace
Revenue Models
– Increasing Core SBS 2003 Revenue
– Incremental Device Sales and Activation Fees
Case Studies: Fees, Effort and Profit for Sample
SBS 2003 Deployments with Windows Mobile
Partner Ecosystem
Recommended Training and Certification
Business Practices and Recommendations
Situation Analysis and Conclusions
2
Market Opportunity for Mobility
Worldwide Converged Mobile Device Forecast by
Unit Shipments, 2004-2007 (M)
IDC forecasts significant 120
Devices Shipped
demand in the small
100
business market for
mobile devices. 80
The worldwide market 60
will grow to over
107 million shipments 40
by 2007.
20
0
2004 2005 2006 2007
Source: IDC, 2006
3
Market Opportunity for Remote Access
Small businesses are planning to increase the amount of remote
access they provide for employees.
Remote Access Support Among U.S. Small
Businesses (% of Total)
Currently Plan to Add in
Support Next 12 Months
Remote sales order
entry and inquiry 11 18
support
Remote network
access for
telecommuters and 14 29
remote workers
Source: IDC, 2006
4
Drivers for Market Growth
Today’s business
climate requires
staying connected.
Small businesses
are looking for Customer
cost-effective Relationship
ways to implement Management
mobility.
Market drivers Few Legacy Hurdles Productivity
include:
– Customer
relationship
management Device Availability
– Productivity
– Greater device
availability
– Few legacy
technology
hurdles
5
Opportunity Drivers for Mobility:
Customer Relationship Management
Customer
Relationship
Management
Businesses need to stay in constant touch with customers
to serve them better.
Small businesses may have an even greater need than
larger businesses:
–One or two key employees may need to stay in constant
touch, even when on the road.
6
Opportunity Drivers for Mobility: Productivity
With limited staff, small
businesses require key staff
to perform multiple functions.
Productivity
These employees must be
productive at all times, even
when on the road.
7
Opportunity Drivers for Mobility:
Device and Infrastructure Availability
Technology infrastructures have emerged to support
remote access and employee mobility.
These technologies include both data-capable devices,
such as Windows Mobile powered devices, and
infrastructure products like SBS 2003.
Device Availability
8
Opportunity Drivers for Mobility:
Few Legacy Technology Hurdles
With fewer large-scale legacy
systems, small businesses are in
a good position to adopt new
technologies.
Few Legacy Hurdles IDC has observed this in many IT
areas, including mobility and
remote access.
9
SBS 2003 and Windows Mobile Integration:
Key Advantages
SBS 2003 Support of Windows Mobile-Based Devices
Partners can configure Windows Mobile-based devices to access e-mail,
schedules, contacts, and task information from SBS 2003.
Connected Windows Mobile-based devices can also support applications
such as Mobile Internet Explorer, Microsoft® Office Excel®, Microsoft®
Office Word, and PowerPoint® Mobile.
Remote Windows Workplace (RWW) in SBS 2003
Dynamically created Web site that provides a single, consolidated entry
point for remote users anywhere via Internet-enabled PC.
Provides access to e-mail, internal company Web sites, users’ desktops,
network files, and business applications.
Windows Mobile-Based Device Support and RWW Improve Partners’
Competitive Standing:
Differentiate from other partners in their geographies.
Increase value added to their customers.
Improve reputation and profile.
10
Types of Opportunity for
SBS 2003 Server Solutions
There are two primary categories of revenue opportunity for
Windows Mobile-based deployments:
Expanding core SBS 2003
revenue streams: Core SBS 2003
– For many partners this Revenue
represents the majority of the
revenue opportunity.
Device sales and activation
Device Sales
fees. and Activation
11
12
13
14
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Fees, Effort and Profit Case Study #2 –
Implementation of 10-12 Mobile Devices
Partner staff of 150-300, revenues of $10-50 million
Deployment characteristics
Implementation of 10-12 mobile devices
One-off revenue breakdown:
on an SBS 2003 infrastructure, no Software
0%
maintenance or managed services on the
devices. Hardware
0% Services
Partner observations 27%
Of the $4,380 for this engagement, about
75% comes from device activation fees.
Going forward, the partner sees the most
opportunity in customised applications
to be deployed on its mobile device Activation
installed base. Fees
73%
Partner Quote:
“Once we have an installed base of mobile
devices to develop for, we plan to sell customised
solutions. For us, that’s where the real money is.” Total one-off fee: $4,380
Level of effort: 8 hours
Gross profit: 82%
16
Ongoing fees: N/A
Fees, Profit and Effort Case Study #3 –
SBS 2003 Installation + Mobile Device Setup
Partner staff of 5-24, revenues of $5-10 million
Deployment characteristics
One-off revenue breakdown:
40-seat SBS 2003 deployment and installation
of 10 mobile devices, plus ongoing Hardware
maintenance and support for the SBS 2003 28%
installation and mobile devices.
Partner observations
Device activation fees are a small percentage
of one-off revenues. Software
9%
The real benefit for this partner is the mobile
devices’ impact on managed service revenue.
The partner charges for support by seat, so
implementing these 10 devices adds 7% to its Services
monthly support fees. Activation 62%
Fees
1%
Partner Quote:
“What we want is the services revenue for the
mobile devices we install. That’s where we make Total one-off fee: $9,300
most of our money." Level of effort: 40 hours
Gross profit: 38%
17 Ongoing fees: $2,575/month
Fees, Profit and Effort Case Study #4 – Device
Implementation + Ongoing Managed Services
Partner staff of over 300 and revenue over $150 million
Deployment characteristics One-off revenue breakdown:
Partner is a master aggregator, Software
performing implementation and ongoing 0%
support for 15 mobile devices on an
existing SBS 2003 installation. Services
Partner observations 32%
While carrier activation fees were only
14% of the one-time fees, they Hardware
represented 59% of the one-off gross 54%
profit. Activation
Services
The partner’s primary goal is to get a Fees
55% 14%
maintenance contract for the devices.
Partner Quote:
“Our approach is to manage the entire activity,
from activating the account with the carrier to Total one-off fee: $12,475
providing managed services and help desk
activities." Level of effort: 16 hours
Gross profit: 23%
Ongoing fees: $180/month
18
Increase Entry Points into
SBS 2003 Opportunity through Alliances
SBS 2003 opportunities offer multiple entry points for partners across a
merged technology and business spectrum.
Partners are advised to match their entry point with core business
capabilities.
Engage in alliances with other partners to gain entry through other points
in the spectrum.
Technology Services Business Services
Infrastructure Customised Installation Configuration Business
of LOB Requirements
Installation and Client and Server of LOB Process
Software Analysis
Maintenance Software Software Analysis
Entry Points
19
The Mobile Device Partner Ecosystem
Mobile devices introduce new partner types to SBS partners
Carriers (e.g. Vodafone): Mobile telecommunications companies that
operate voice and data networks.
Master agents: (e.g. Ingram Micro): Companies that have direct carrier
relationships and manage resale on behalf of partners without carrier
relationships.
Master aggregators: Companies that provide outsourced resale,
application provisioning and support for mobile devices on behalf of other
partners.
Application developers: Software vendors that develop and sell
applications targeted towards mobile devices.
SBS partners can take two basic paths to supporting Windows Mobile
powered devices:
Become a subagent of a carrier or a master agent, selling, activating,
deploying and perhaps implementing mobile devices directly.
Point customers to other channels to purchase devices and focus on
setup and implementation.
20
Recommended Training and Certification
Microsoft Small Business Specialist Community
Designed to help partners recognise and address opportunities in
the small business market.
Provides specialised training and marketing resources.
Small Business Specialists gain access to unique content, are
listed as small business resource experts to the Microsoft
customer community.
More information can be found on the Microsoft partner Web site.
Microsoft Partner Program
Designed for Certified and Gold Certified partners.
For SBS 2003 and Windows Mobile-based devices, three
competencies are important: OEM for System Builders, Network
Infrastructure for resellers, and Mobility.
More information can be found on the Microsoft partner Web site.
21
Business Practices and Recommendations
The following are business practices and recommendations gleaned
from experienced partners
Business Practice Recommendation Explanation and Actions to Take
Use it yourself
Deploy mobile devices in house to gain experience prior to customer engagements.
Consider whether to become a subagent of a carrier or a master agent.
Determine if you want to become a subagent Becoming a subagent allows you to command more revenue and to be a single point of contact for the customer.
Not becoming a subagent eliminates the burden of activating and supporting devices and setting up carrier
relationships.
Sign up for higher-tier support For partners who become agents, carriers add complexity to providing devices and services.
Consider paying carriers for higher-tier support to get straight to a more experienced support representative.
Understand Microsoft's vision and road map Understand where Microsoft is going with its mobility and remote access products and technologies.
Take advantage of Microsoft's carrier relationships to identify the right carrier partner.
Perform initial deployments on time-
Perform early developments on a time-and-materials basis to gain familiarity.
and-materials basis
Once sufficient experience is gained, consider switching to a fixed-price approach.
Invest in seminars and other events
Partners who speak about mobility at events get an average of at least one new engagement per seminar.
Be prepared to answer customer questions
Many customers require greater degrees of communication and hand-holding than when deploying SBS 2003.
Treat Windows Mobile powered devices as an
extension of the infrastructure environment Think of Windows Mobile-based devices as an extension of the computing platform you support and an
opportunity to sell additional products and services.
Train customers on how to use RWW and
Windows Mobile powered devices This training represents incremental services revenue for SBS partners.
22
Situation Analysis
SMBs have an established need to stay in touch and access data from
anywhere.
Since small businesses tend to be more nimble when deploying new
technologies, greater opportunity exists in regions where small
businesses account for a greater percentage of all businesses such as
EMEA, Central and South America, and rural regions in the U.S. and
Asia.
Partners have an opportunity to move beyond infrastructure and develop
applications for Windows Mobile-based devices.
The mobility market is evolving, infrastructure providers are stabilising
offerings, and standards are evolving. This can create confusion and
lead to slower adoption rates.
Advanced 2.5G and 3G networks are still being rolled out in many
regions, with incomplete coverage. This could limit usefulness of devices
in these regions.
Partners need to learn to work with new ecosystem partners, including
carriers, master aggregators, master agents and application developers.
23
Conclusions
Mobility and remote access are growth areas in the IT market
today:
– SBS 2003 addresses both, with Windows Mobile-based device
support and inclusion of RWW.
Two types of revenue opportunity exist:
– Driving increasing revenue for core SBS 2003 opportunities, including
improving partners’ competitive positioning, driving incremental SBS
2003 software and hardware, and providing additional opportunities
for service, training and customisation.
– Incremental device margin and service activation fees.
Partners must decide if they want to become a subagent of a
carrier or master agent and sell devices themselves, or to direct
customers to another channel and focus on device installation
and support.
The time to act is now.
24
Appendix
25
Windows SBS 2003 Product Description
SBS 2003 Standard: network solution including the technologies
of Windows Server 2003, Microsoft® Exchange Server 2003,
Microsoft® Office Outlook® 2003, Microsoft® Windows
SharePoint® Services, Shared Fax Services and Routing and
Remote Access Services (RRAS)
SBS 2003 Premium: network solution including the technologies
in SBS 2003 Standard plus Microsoft® SQL Server™ 2000,
Internet Security and Acceleration (ISA) Server 2004, and
Microsoft Office 2003 FrontPage® technologies
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Microsoft Resources Available
Partner training and resources on how to promote, sell, deploy, and
manage SBS 2003 is available on the Microsoft partner Web site.
The Small Business Specialist Community is designed to help
partners identify and address SMB requirements and to sell
Microsoft products, such as SBS 2003, that are designed for
SMBs.
As Microsoft partners grow, they can become Certified and Gold
Certified partners in the Microsoft Partner Program. For SBS
2003, three competencies are key: 1) OEM for System Builders;
2) Network Infrastructure for resellers; and 3) Mobility
27
Methodology
In 2004 and 2005, Microsoft sponsored IDC research to understand the
increased deployment of Microsoft Windows SBS 2003 solutions in small
businesses and related value-added offerings including CRM and business
management. In over 100 in-depth partner interviews, IDC discussed with
these partners the different paths to success they have found with SBS
2003 consulting opportunities.
IDC developed six separate guides, focusing on different areas of interest to
SBS partners:
This guide focuses on the opportunity for enabling
mobility, featuring Windows Mobile.
Other guides focus on delivering server solutions with
SBS 2003, maintenance and managed services,
customising Windows SharePoint Services, Microsoft
Dynamics™ CRM 3.0 Small Business Edition, and
Microsoft™ Dynamics GP.
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