Enterprise software in the mid-90’s evolved based on the assumption that every company would own, manage, and maintain applications inside traditional client-server architecture. As a result, enterprise software development reflects this assumption, both positive and negative, which provides doors and windows for SaaS vendors.
The Door: On one hand, enterprise software has a huge head start because they have been developing features based on five to ten years of product feedback. This has enabled enterprise software vendors to refine the value of core product offerings, while extending the specialization to provide more depth functionally to power users. Users have come to understand both the capabilities and limitations of these applications, while management has also come to understand long-term costs of ownership.
The Window: On the other hand, enterprise software is far behind on the innovation curve, because their vision has been clouded by product development based on old assumptions. Enterprise software vendors have failed to leverage the power of the Internet to extend capabilities, continue to employ traditional product development methodologies, and have failed to identify new business models (out of a legitimate fear of eroding margins).
As a result, a ripe environment exists for SaaS vendors to deliver product to the market based on already-known core-product capabilities of enterprise software. Then, extend your capabilities based on innovative feature development made possible through SaaS architecture.
SaaS vendors should avoid investing resources into matching specialized enterprise software features, which serve a narrow user base. You’ll lose this game, because you likely do not have the resources to invest, and SaaS architecture may not be well suited to support certain specialized capabilities (e.g. OLAP functionality).
Microsoft Word v. Google Writely. No where are the above concepts more self-evident than in the evolution of word processing during the past 10 years. During the past ten years, Microsoft milked the cow for all she was worth in word processing, offering the same old glass of milk everyday – specialization was limited to nonfat, 2%, whole milk, and lactose-free milk (Wow!). However, in a matter of months, Writely developed the same core functionality (2% milk), then offered new milk products – like cheese and butter.
Specifically, Writely harnessed the power of the Internet to offer a twist on old problems, and new innovative capabilities. Two simple examples:
1. Version control of documents has been an old problem with Word documents for years – three users working on the same copy of a document in different locations make changes. Track changes doesn’t work in this environment, so how do you rectify the situation? With Writely, version control is inherent with the product offering – three, five or ten users could be working on the same copy of a document, because there is only one copy (in the cloud), which track changes from all users simultaneously. Additionally, the originator of a document, can elect to share it with any user, anywhere, without setting up a Sharepoint server.
2. Templates for Word documents have been created by the Microsoft team, and because of their resources, they have expanded these templates over the course of ten years. However, three templates today are commonplace within Word for a letter. Writely, on the other hand, did not initially offer, or create any templates. Rather, Writely provides a platform for any user to publish a template into the community, including tags to describe its purpose. As a result, Writely, instantly had hundreds of templates overnight. Additionally, I can search for a very specific template based on any user tag (e.g. cover letter annual report).
Even with the resources of Google behind it now, Writely still does not offer 100% of the features of Word. However, Writely does offer the 80% of features that represent all the power needed by 95% of the entire user base. Combined with the above-mentioned Internet-enabled features and a different business model (free consumer version supported by advertising), expect to witness a burgeoning Writely user base.
The lesson: don’t try to match feature to feature with traditional enterprise software vendors. Even with billions in the bank, Google isn’t doing it. Differentiate based on capabilities that can’t be matched by the big guys.
Make butter – not lactose-free acidophilus milk.
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