Build, Buy, or Partner.ppt

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1、Build, Buy, or PartnerHow To Speed Your Time to Marketor So Many Choices, so Little TimeDeborah Henken, Highland TeamNorma Watenpaugh, Phoenix ConsultingNorCal PDMA2AgendanThe Challenge of Product ManagementnBuild/Buy/Partner: Benefits and TradeoffsnCase Studies: Success and FailuresnSituation Analy

2、sis: What to do, WhennPartner Assessment and Readiness: Choose and Enable Successful Partners nRecap: Build/Buy/Partner NorCal PDMA3The Challenge of Product Management“We need a whole product solution; not point products”“The product needs an analytical tool”“We need Security featureS to be competit

3、ive”My customer wont buy unless we have management tools “We needa CRM Product”“We Need it NOW!NorCal PDMA4What is going on ?nCreate competitive differentiation nFill gap in product technology nOffer a complete solutionnThe Question:nBuildnBuynPartnerNorCal PDMA5Sustaining Competitive Differentiatio

4、n at BEAApplication ServerNorCal PDMA6 Build, Buy, Partner: Benefits and Tradeoffs Time to Market & Control & ProfitCost & RiskMost product controlOwn the IPMost profit opportunityLongest time to marketRisk in market shiftsHigh development costsHighest switching costsProsConsShorten time to marketOw

5、n the IPAcquisition costsIntegration costsLeast ControlIntegration CostsShared gross margins -Least Profit OpportunityShortest Time to Market Conserves ResourcesTry before you BuyLowest Switching CostsCredibility and accessNorCal PDMA7Why Build: Technology LeadershipnPioneer in the fieldnPatentable

6、technologynNeed to own the intellectual propertynCore businessnHave time or can build in incrementsnHave in-house expertiseNorCal PDMA8Why Buy: Core to businessnCore to businessnNeed intellectual propertynTime criticalnShortage of in-house expertise nAcquire market leadershipNorCal PDMA9Why Partner:

7、 SpeednFastest Time to MarketnReduce Risk nLeap Frog CompetitionnCustomize for Specific MarketsnCustomers buy best of breedNorCal PDMA10Which horse to pick?BuildBuyPartnerLeadershipCore BusinessTime to MarketReduce RiskBuild/Buy/Partner Case StudiesNorCal PDMA12Create Competitive DifferentiationHP B

8、uys CompaqTo Broaden ProductLine MarketFirst OEMs Business Objects to add Analytics to Marketing Campaigns“Network Assoc. partners with Internet Security Systems to combat hybrid security threats”Vocent builds Voiceprint Authenticationsolutions Channel Wave and E.piphany integrate PRM and CRMNorCal

9、PDMA13Intuit and Verisign Collaborate to Offer Website solutions to Small BusinessesFill Gap In TechnologyHP OEMs Canon printersBEA partners with WebGain for application development toolsSun OEMsVeritasfor storage managementPC Mfgs buy and assemble OS, chips, storage, etcNorCal PDMA14Offer a Complet

10、e Solution:Whole Product Acquisition at PeopleSoftRed PepperMftg Supply ChainSkillsVillageServicesVantiveCRMAdvanceBusiness Planning Intrepid RetailingTriMark InsuranceSalemnoMftg QualityCampus Soln EducationDistinction Consumer Supply ChainTeamOne Integration ServicesSituation Analysis:Build, Buy o

11、r PartnerAlways Start with the Customern Whole Product Offeringn Product Adoption LifecycleNorCal PDMA16 Frank Lynn & Associates, IDC What are They Buying?Source: IDC, High Performance Partnering WorkshopsWhole Product OfferingPost-Sales SupportTransactional SupportPre-Sales SupportIntegration Servi

12、cesSoftwareConsultingHardwareTheProductNorCal PDMA17Elements of the whole productnConsulting services nSystem hardwarenSystem softwarenDevelopment tools nServer applicationsnApplication development/ modification servicesnPC/client hardwarenDesktop applicationsnLAN productsnWAN connectivity productsn

13、Systems integration servicesnTraining servicesnMaintenance/support servicesnServer hardwarenClient hardwarenSoftwarenNetwork IDCSource: IDC, High Performance Partnering WorkshopsNorCal PDMA18Whole Product Case Study (Build, Buy or Partner) The Database WarsInformix/Oracle Wars:Whole Product Solution

14、:Informix partners:1200 applications and tools partnershipsInformix buys IllustraOracle partners and builds applicationsIBM buys InformixDatabaseDevelopmentTools Application PartnersHardwareOEMsSystem IntegratorsConsultantsNorCal PDMA19Product adoption life-cycleTimeFirst time buyersRevenueLaggardsL

15、ate MajorityEarly MajorityInnovatorsEarly Adopters“early market”1 S.D.1 S.D. IDCSource: IDC, High Performance Partnering WorkshopsNorCal PDMA20Buyer motivation affects product decisions“I will work with vendors of bleeding edge technologies, to fundamentally reshape my business or my competitive env

16、ironment”“I will deploy proven technology to deliver services expected by my customers” IDCSource: IDC, High Performance Partnering Workshops“I will use stable but not yet common technology to develop a competitive advantage“I will buy commodity technology to cut costs”NorCal PDMA21Partnering Requir

17、ementsTimeInnovatorsEarly MajorityLate MajorityLaggardsEarly Adopterstechnical value-addEnd of lifelogistics value-addNorCal PDMA22Partnering RequirementsTimeInnovatorsEarly MajorityLate MajorityLaggardsEarly Adopterstechnical value-addEnd of lifelogistics value-addGoal: Bring product to marketReaso

18、n to Partner: Building own product, fill in gaps in technology with partnersType of Partner: OEM, Technology co-developmentGoal: Penetrate market/win marketshareReason to partner: Customize built product to specific market segments, whole-product, provide servicesType of Partner: SIs, VARsGoal: Movi

19、ng VolumeReason to Partner: Widespread market penetrationType of Partner: DistributorsNorCal PDMA23Partnering ExamplesTimeInnovatorsEarly MajorityLate MajorityLaggardsEarly Adopterstechnical value-addEnd of lifelogistics value-addGoal: Bring product to marketRSA and Symbian develop a small footprint

20、 version of BSAFE for wireless OS Goal: Penetrate market/win marketshareATG and PWC offer integrated solution for Insurance IndustryGoal: Technology RevitalizationEntrust and IBM enable mainframe OS with Internet PKIGoal: Penetrate market/win marketshare Moving to VolumeCitrix launches Nfuse Elite -

21、Industrys first channel ready access portal serverPartner Assessment and ReadinessEnable Successful Partnersn What to think about as the product moves from technical partnership to sales partnershipn Implications for the productNorCal PDMA25Partner AssessmentWIN-WIN-WIN Company stability Do they hav

22、e financial staying power? Do You ? Trustworthiness Is there two way sharing of plans, openness? Strategic interests Are you strategic to them and vice-versa? Strategic Fit Are they capable of performing their role and you, yours ? Executional abilities Will they be able to fulfill role on time and

23、to spec, will you ?NorCal PDMA26Partner Ready ChecklistBusinessModelTechnicalPartnersSystemIntegratorsVARsDistributorsNeedsIntellectualPropertyDev ServicesImplementServicesMargin/VolumeTechnical Specs Product Documentation Early Access to Roadmaps Early Access to Product GA Access to Products Joint

24、Eng Relationship Developer Support Installation/Config Service Designed in Service Technical Training Service Training Sales Training Marketing Support Packaging/Bundling NorCal PDMA27Build, Buy, Partner: Strategies to MarketnBuild: Technology LeadershipnBuy: Core to business & time is criticalnPart

25、ner: Fast time to market & reduce riskNorCal PDMA28Build, Buy, PartnerDeborah Henken is President of Highland Team, a marketing management consulting company specializing in successful go-to-market strategies. Her team builds revenue enhancing strategic marketing, channel development and awareness a

26、nd demand creation programs. Highland Team is an Authorized Implementation Consultant of the Global Software Partnering and Alliance of IDC, adding value to clients by accessing the specific services, research and analysts needed to build best practice partnering strategies and programs. Deborah has

27、 a BS from Northwestern University and an MBA from the Kellogg School at Northwestern University. She can be reached at or .Norma Watenpaugh is the Principal of Phoenix Consulting Group, specializing in marketing for todays challenging economy. Phoenix Consulting Group is an Authorized Implementatio

28、n Partner of the Global Software Partnering and Alliance of IDC, complementing IDCs research and analyst services with practical experience in partner strategy, program development and alliance management. Norma has a BS in Physics from the University of Nebraska and an MBA from Santa Clara University. Norma Watenpaugh can be reached at .