sap_monetizing services in the new hyper connected world

Upload: fergus-oreilly

Post on 05-Apr-2018

226 views

Category:

Documents


0 download

TRANSCRIPT

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    1/16

    Monetizing ServiceS in thenew hyperconnected worldShiting BuSineSS ModelSroM ProductS to ServiceS

    SAP Thought LeadershipMz Ss

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    2/16

    W SAP ss, a s app a s m x. SAP bs a w s m w b aaz b apas bsss ms. t ss s mza m SAP pm m s m.

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    3/16

    4 Executive Summary

    5 Drivers for Change in the NewService Economy

    5 o Ss esapP cmmza

    5 ra a es SP

    5 A examp: capa Maks7 t dma ema

    Ssaab8 t n dp ga

    csm ima9 P2P: Pw Pp

    10 Impacts and Implications10 nw P Ms11 Maa c-rsk exps

    W Ps A vaab12 Maa vm a Sa13 W t Pas Wa J i

    14 Removing Barriers to ServiceMonetization

    14 o M

    content

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    4/16

    executive SuMMarythe chAllengeS And oPPortunitieSo Service-BASed ModelS

    ts pap xams as mz wss as mp m. i ssas s as , aa ss, a mm-as, mpas s as s a ap a

    bsss ms a a w pss a i a wss wks.

    t pap as s ss-s s a bsss ms mp mmza b-m sms s w s m. S, xpas bsss pss as a ssms as

    ppa w a w s-basbsss ms, s as aa p sa-s a a ms asas. a, p-pss ss w a s as a wSAP a asss .

    4 SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    5/16

    ams a a b a maa. ts, a asm p-bas bsss ms aa-a ss wk.

    Regulation and Effects onService Pricing

    S p a s s asap a m maks. Paa maks w s a a pw a pa abs

    ma mp pss, asa smms b mps b amaas.

    A examp: capa Maksts a b s, xamp, apa maks s aa s-s. t a ma as saa a baks, bkas,xas, a ps-a psssa a as ssa maa sm pams.

    t apa maks s s -

    t ba xps i awss wks, s ba-ba apa, a wspapm ma--mammas a sma s asa asm w w

    w. d p mm-za, sk mas, apsss, a pa sm ma, ma s-s a apaz s -s a s m a aw ss. ts w ssa ab a ama a bsss sa. B a am,sm- it-bas ss bsss m, mpas ks sa w sams

    a p m s aspsw sms.

    Offering Services to EscapeProduct Commoditization

    i as ba, a a, ma -m p- ss as s bas w sp a ammza, a s pwas. gw aqs as sa a a

    s a s-m w. B s psp ab p-bass.

    o wa s smp s sa m ps ss: mak p a pam ss. ts a aw sams as w asp a mak,s s p p

    s (s 1).

    xamp, s s xa wa asb app a, a-, a a- (hvAc) s.B ws a pas pamaa as ps hvAcqpm sb b. B as ma mpas hvAc s a a -wpbms mp m w-s maas, sm a sa aa s pakasw qpm. ra a sjs a p qpm a ss p

    b a -a mpas a s a ma m s.

    t w s s asma--ma mmasa aas, a a a s a sss a wwk, a a assb aab m. hvAc mpa-s w s a s a w b w a a

    m a s-

    driverS for change in the newService econoMytechnology, regulAtionS,conSuMer BehAvior, Product MAturity

    Figure 1: Creating Service Offerings to Offset Declining Product Revenues

    Product revenuedecline

    Growth throughacquisition

    Business modeltransformation

    Revenues

    v-ss

    5SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    6/16

    asma a asa s, paa a mak mw 2008. Aa, b mw, apa ma-ks s was a w amaa: a ms w w

    mass a a, b asama s a x- a a w wasss as ps.

    i a, s as bs, w xas a ps-a ass m m ama wsp m bmpa pss k a . tsas m w pa-s as aa xas

    bss s ms a aqs-s a. Mak papas wa m m w x a a a w a apss ps-a. o sas s as mp am papas a a a s.

    ts ss a ms epa u. t epacmmss as b ps ap ss-b as

    xas, a, a sm.Aa a s mak s spa s s as ssa spp mm mak a sa a eu ps.

    csq, mak papasa b wk w epacmmss asm s w pa. t asb sm mpa eu a,

    ab Maks aa is-ms d, Mid. t makpapas as j a a am mss a amp ba m m a.

    A a s as aqss s p. W aa s x a xa,a a ps-a pssmpa, a s b a smmpa, a pa as a s s. e maks s wa asab a aspa- s, a s s wa eu as-a as sk a.

    S s ps a bakss apa maks s-m a a ma-am ssms. t xb a s was. tmp w aspa s,

    b s ss a w ps a a sa, ba ma.A sam m a wk a as mp makw sms a ma

    m mpx p sms, p ss w mss. As s ss w ss as a aas, a a s a. oms s a b a bak s s bka ss, xamp,a b s a bak b xas a ps-a psss. t bks s a a s a p w mas (s

    2). A w, a ms aw, a mb psass ass asss s xpa, p sa ssms a a bssms.

    Figure 2: Subsegments in Capital Markets and Fee Flow

    escss

    cass, sm ssms,sa ss

    B-s msMa s, s,

    sa mpas, a s

    S-s bksPm bks, a bks,

    s mmss mas, a s

    ca s

    ca s

    Buy through

    Clear and settle throughTrade through

    6 SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    7/16

    ts s a ma pas apamaks pss ak a s ka s p. ha xba maa-m ssms a b a k s mp s s ap -

    a as a s.

    The Demand for EnvironmentalSustainability

    Bss a pss ampa mp s mas aa w a a m -s s, ma sa a bak mak a s ass s bas.l b a ma a-

    s, ma mpas a k was ab pa a a ssaabas a b mpaaa a pab. B sam p, a sms ap m -ma s-sa pa-s. cmpas a ab waa z ma ba w as s sms ma - sa pas. i s, mpa-

    s a ss a w ssaab as.

    xamp, as a s amak s w w pa s as. ts s ma bma s w as-p pjs, s s was, a sp ma s. nw was a a sa a b s

    as a wa s basa a s pb as-pa as a aa paas. sa, w a mb ks ss Aps p a m 1.4 m

    650,000, Swss a- ssm

    2001 a w , aha v , a sbw 3.5 a 40 s. vs 3.5 s, w a ms ks,

    a a b ss w, km-s , a msss.

    t - m as b x sp a mb maj s, bas a -as. csa s aa --a as b c, nwa, Sap, Sw,a u Km.

    A a s a a mp, a - a s p as a mp- wap, s s a a pb p ms maa as a amps

    a ba. t as aspa p a ks paa a a. nw mpam as p:ab x p w s a q s s, xamp. t m b spaaams s bs mpa-s, ss spa s, s-s aks pb as-p a ps ps ps, a sas w a s

    a.

    A xamp s w maks p a ma s a w maa p ss. A s- p s ss s a a sms mampa. Wak a pa m, a w s am skp ps a sasp a a a q, wm -, -m aab mas s w a-

    wa. Sw maa p ssaws mpas s p-a p a ma a-s a -pa p. tsaws as b aaaz, sa ,pap, a spps a aw m maa sa xpsa ss.

    ema s aa bak mak a s ass sbas. l b a ma as,ma mpas a k was

    ab p a a a ssaabas a b mp aaa apab.

    7SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    8/16

    As mpas a - mpas m spsa psms z sms sm m spsb, as p pa a-s. ts as ms b

    ab a mpx a asa ap a bsss msa s s p a aqs. ts mpas w ab maa saw iP-bas mmas -wks a s a spp sss as a a mp maam. , w ssa m as-as m m ms -ba s s a ps as-

    m bss aa.

    The Need to Develop GreaterCustomer Intimacy

    i ms p- ss, maas a a w sms.B w a w a a w m-pas ms kw sms,ap aap a s,a m p -a.dp ss s

    sms s wa a aa sm ma.

    xamp, - mpas mak- sm s a msappas pa a a msb bsss m w s sbs a as a a w sms. ts s - mpas a sa aa, a smps sbwk; b wa a s

    a w sms.

    t ma asa a wsms p sams, bas, a pma p-ams, s pas a asss.B s b - a a-sa. i a, p pams - ss a. ts pm s a -m wa mpp qa a swa pa-ab, a a s-m pass m w sms p ssa

    pass. t s: b a pss -w pa a q sm as a m pas.

    B bas ps a pam ss, - m-pas a sabs a asw w a a aspw s sms. t a ps a-a as, a , p s

    ps, a a a ss

    (s 3). ts appa awsm xa w smsa s ps a wa a a m m m.

    m s ma, a wsams b p-s ass-s ps ssm aa.

    xamp, a tvs s a i

    p w maa a

    Figure 3: Informed, Demanding Customers as Agents of Change

    rsa, bas, pas, asss

    cuStoMerSdiStriButorhigh-tech coMPAny

    d ss

    ws r

    B a am, sm- it-bas ss bsss m,mpas k s sa w sams

    a p m sasps w sms.

    8 SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    9/16

    p m m- atv-w xp b pwaab ws. ts wsa wa, mma as a m, p sas a sps

    ma. t tv maas a asm bm ss --ma ss, wa sam m xsm i . A sps a s maa- w s tv, a s s ma b a as w.t w ma i a as -mm

    a a smsa pss ma a bssssms as sms. W-m sms spm sa ps a ss a mpa ps bmak a b s. t w--m m wa ma b a smam app sms s ma- b sm w ss. nws p sm s a majbas s spa k w bs a aba sa

    ssms k d a tw. sa, bs a 2009 aas a maj appa m-pa sa a a m ws tw a aa m a2,500 mms a b. t p , mpas mpsk aaa sa, p b w s w p-s a s pbz aa a. i axamp, asss s-ss -

    ma azas,

    i, a qk a a wa a b a bb a.

    A s as ma a a p a s as as

    pp a, bssss

    as a spsm xp ss.

    cmpas ms w was a- w sms, mba ba a a sa

    a mak a ms w .

    P2P: Power to the People

    t mpa p--p (P2P) sa ms ss a a xamp w

    sms. t s a 1990s a aap asb as , a xpma a amss w m , am-p w s a-s maam paka.csms k mas w as b b a aaP2P sb ssm w ms was q a aa bs-ss m. ts aw

    w mak psams pas a a ams wa s, s s- bak s b ssa s w ms.

    t sb m a bsssm a a sms wa s app, b w am -a m sm maj saks: assa ss. ia, s

    smw sms b a papa ms s. ts amp a Paa a 1800s

    w a as as a wa a s b a ps. isa s

    s aw b s. W abaas 1920sa 1930s, was pps b s sa w k bsss.isa, a qk bam a massma a aw pm ass as b. t ab a p ms -ass ap 1970s was ass as sm a w aa

    sa m abs.isa ass ap aw ms b sm -- as a pab ap pas, asa as w s, s w- mak.

    i a as a a p m w smss s, sa, a pa ms. is s, bsssms, a a sms wp a m. uma a

    wa a as as a as-m smp s, b p w mak, aw m ass pb.

    9SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    10/16

    o a a smasp a a wa mzs as, pasw b axs a . tpas w s as a pasb a w

    s s. A a aka mza b ss, a b.

    New Pricing Models

    Ss a p a ps; s s paa ss a a am a s-mz a a sm.Ps a a a bk p,a p . P

    p s a a smp ms aa s pm. g p ps m a b mpx, aq spsa m apmza. B a m p, aa p m s sawa.i as, s ss mas a a w asm. W a p sa asa s p, a s a ass a. A sm m

    a a b spa ms as a a a b zp , as s mm psas.

    s a b a p , a bass, a m bas sa, p w a w sm sms s

    m. csms ma pa s aa, a b apa aas, mb w.

    W ab ss i, mpas a w as

    ak xa wa sms a -sm. t ab ak saps ma w pa paka ps. isa b app a as s, mpas a wa bas aa sa b aa sm, b maxmz pa a apps s s. dama, aa ss, swa-as-a-s, a mp a

    sm xamps. cmpas sss a p w pa-as-- p ms a a --as a. t ma ss a sms bas sbsp a m pak-m sa.

    m, w ms ps as a, ss a amsawas b . csmspa mp ss m p a a s. i s

    s ps s s bs,s sm w a sw ss w a a spp a s mk ma a.

    ts k as a a- a sm sa pasmas a a b s

    iMpactS and iMplicationSgetting PrePAred or Service-BASedBuSineSS ModelS

    B b a w s-bas bsss ms, b ppa as: Ma a bsss a ss-

    bas appa m m p-

    psa ps a ss qs a asm a xpa aa w w psam a w-sam bsss pas. y m s -s s a sms bm-as s s.

    P ss a bappa as w p ps: ss ms b pbas js wa a, b

    w a s m a ma a sms.

    Was ps ma b s m sb, s sa mps a , asp w sms.ts qs maa mass -ms sbsps, m sa-bas p, a pmsa a sms aa ss a sp mm.

    ow sm a-sp s paam. ts mas ap sm sps a a kwab m a as,a a a ba, ap a paka a a sp qms a sm sms.

    10 SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    11/16

    pj s s.A s-p sm wawas b a sa am s.W? Bas s s maxmm pab a a p sm, w a pa ssa a a a w a bs. A a s-psm sm aqsss ma sa pa a a a.

    csq, p s qk s ss. t ama m mss pm a p ss, asma mpas a w -s wak as paams aa, a, a a ps sms.

    Managing Credit-Risk ExposureWhen Prices Are Variable

    W a s bs-ss w aab a, s-ms b w a am aas m p x.y a a maa xps sk s - a a a m ma- a mmz ba b. Sm-

    ms s s b s -a sms sws wss s kw.Ppa ms aw s; sm-s pa p , a as s s, ams a m baa. W ba-a s w, ms p-s ppa a s s .

    t aab s a asqs a smss a sp. A m sm wa s sp ss, as,a ms sp w -sm ss w m a s m k pa bs m.

    A s as a s a ss

    a a . isa psms b aa a a as a b s. csm asms b m a m a ms a s-ass ss.

    W a w a aw mpas mskw sms,

    ap aap a s, a m p-a. dpss s sms s wa a a asm ma.

    11SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    12/16

    s m s xamp a b a ss bsss m, a pa a ap m as mz asas ps 70,000.

    P- bssss aap bsss psss assms spp s w s-p ms a a mass ms a. Bsss

    psss a ssms a w w ms, a a - maa as, wqk bak sa mp b mp s ma.o a aa bpsss a ssms s q.

    Sma ps a appa spm a a a sa.t a ab s smaps s s wwass z s s sspa. Ms s s a a appa ss assa- w s, a s ss, sms waa 400 ss, s, appa-s s. i w assm a

    sma-p ss aa mak10 as, xs, Wb s ss pa, a a a 600 m a sms w smaps, s s a a70,000 asas p s m pa wks. y a

    Managing Volume and Scale

    W ss, msmaa ms sms aasas a w b mps ma. i as, ws m sb, a maa p asas pa bk s; sbs bmaa a mb

    s sas a ms. Sss sms ama maa ma s -sas s ms s-ms. A mz s -as mas p sasa a apps.

    Ss a p aps; s s

    paa ss a aam a sm-z a asm.

    12 SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    13/16

    vsb pma ass As psam bssspas bm as sps-a wa z spams, w xp sabm s pma

    s ss. t s pamw s p s a bas ws, pas w sp a ap waas a s appas w, sa a awa m pam w.

    r a s assa Bsss pas w wa ass-a a pam p-s aa a m sm ss sm a

    mma ams. t pa-m p ss m m w bw a sms a pas a apa ak aab ps maa sk a pa-s. A sam m, pamp a a a m m-aa a s, s abs a paabs am pas, w spp pams m pam p.

    ca a s bssspa mm s sq -a, a pam ws ak a s s w s psam sms, paaas ws:

    eas a sp mma pa- i ma smps s, xamp, m a a sbms a pmz. W ss, paba a a maa-m psss ms b qa, q a amaa saab s pam.

    rap a xb s ma a r m mak

    psam bsss pas s ap sbmss a appapsss, as w as pakaass s pm as ms. Spps msas a s xb s bw a a s xp ss a ssp m w s,bs, ss, pms, as .

    When Third Parties Want toJoin In

    ha sm aspsa a wa mz s a-s s a k ass a mpa

    a w pas w ba a. o smsk a s p, pass a a s sabssm asps a z s pam w as a p-a sb a ws s. A pamw a ak a mza- a b ss m m-p pas, s pas a a mss.

    pam w, bs aw. s, a pammsss sa ba b a pas ass sm bas a mza ssm. S,a m mpa, s a-a a a pamas a w a m a w pas b ba. B pas ass a m-b sms, w

    ass sm a, bas sm bas, a sqaas m pas. i s s a m-s pam pps.

    13SAP Thought Leadership Mz Ss nw hp W

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    14/16

    w s m w b a-az b ap as bsssms. t ss s m-za m SAP p m m s m. ts appa waw ap m

    a bw mpas a sppa a pa a b sms. A w aw ma ss b pp s a ss, makbsss m ssaab.

    Wa maks s w it-s-m s s a w ap wa bsss m w b w ms sa ss. S, app !

    Find Out More

    t a m ab SAP a ssspp sm--as pss,pas a SAP psa s s Wb awww.sap.m/swa/sm--as.px.

    as mz w ss.Wa mpas s a s aaks a bsss psss s mza. SAP s s psss as sm as.

    t SAP c ca app-a, SAP c ipaka, a SAP csm aaMaam paka mps ma SAP swa s sm--as bsss pss.ts bs--b swa a pmpas sam mpx sp, a, a b psss; maa a, pa-ms, a s; a pmz

    aa sm a -ms sms a asas.i a, SAP ss p mpas maa b a pa-ms m sms; as ma-a spsa sa wpsam a wsam pas.

    W s ss, a s app a s m x. SAP bs a

    As mpas s bsss msm ps ss, pa sss s pmss b . B mpxs a as-a a ss -m a a pas a

    wa. t w a b aas, b bsss asa qa mms.

    i ms ss, bak- bsssswa pa s a smasp maam s az sm ma aps s pa swa maa paa s p-ss a aa psss. os swa ss a b s ps mp asb a s asw

    reMoving BarrierS to ServiceMonetizationSuPPorting conSuMe-to-cASh ProceSSeS

    W ss, ms maa ms sms a asa-s a w b mps ma.

    14 SAP Thought Leadership Mz Ss nw hp W

    http://www.sap.com/software/consume-to-cash.epxhttp://www.sap.com/software/consume-to-cash.epxhttp://www.sap.com/software/consume-to-cash.epxhttp://www.sap.com/software/consume-to-cash.epx
  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    15/16

  • 7/31/2019 SAP_Monetizing Services in the New Hyper Connected World

    16/16

    www.sap.com/contactsap

    50 101 044 (10/08)2010 SAP Ag. A s s.

    SAP, r/3, SAP nWa, d, Pae, Bds,SAP Bsssobjs exp, a SAP ps a ssm as w as sp s a amaks s amaks SAP Ag gma a s.

    Bsss objs a Bsss objs , Bsssobjs,csa rps, c sa dss, Wb i, Xss, a Bsss objs ps a ss m as w as sp s a amaks s a-maks Bsss objs Swa l. u Sas a s.

    A p a s ams m a amaks sp mpas. daa a s m ssmaa ppss . naa p spas ma a.

    ts maas a sbj a w . ts maas

    a p b SAP Ag a s afa mpas (SAP gp) maa ppss , w psa waa a k, a SAP gp sa b ab s msss wsp maas. t waas SAP gp ps ass a s a a s xpss waa samsampa s ps a s s, a. n sb s as s a aa waa.