Point of View : Enterprise Software 2008.1

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Copyright © 2008 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accent
ure
.

Point of View

: Enterprise Software



2008.1

Copyright © 2008 Accenture All Rights Reserved.

2


Agenda


High Performance IT 2008


Enterprise Software Dynamics


Long Term Implications For Sector


Implications For Vendors


Enterprise Software Market

Copyright © 2008 Accenture All Rights Reserved.

3

High Performance IT 2008 :

There’s No Substitute for Substitution

For five years following the 2001 tech bust, IT investment in the major industrialized
economies all but dried up. Spending was driven mostly by replacement activity.


2007 was the first time in nearly a decade
that IT investing was not simply about
replacing broken boxes.



T
he first half of 2008

might

be

dominated
by uncertainty

over global economic
growth, and

business leaders will
reassess their current investment

plans.



P
ure
-
play consumer Internet

companies
have raced forward

and established a
completely new

set of expectations



On a positive note, CIOs

understand that
most of

the new technology is technically
mature, cheaper

than the technology it
replaces and

easier to install.


Respondents said enterprise systems were
already

fully depreciated.

Operation

64%

Sales

63%

Customer
Service

61%

Finance

62%

R&D

48%

HR

60%


IT teams spend n
early 40 percent of

their time
running

&

fixing existing systems, drip
-
feeding life
support to legacy systems
.

Copyright © 2008 Accenture All Rights Reserved.

4

High Performance IT 2008 :

New Substitutes

This time it is technology adoption and not technology innovation that is driving the
change: Enterprises will not be creating new technology, but using ready
-
made (and
tested) success stories from the consumer world.


Virtualization: Saying goodbye to the box.

Desktop, networks, servers, data centers

they’re all like electricity. However they have zero effect on differentiating your business.
Infrastructure virtualization

the

physical decoupling of business

processes, software and
hardware

has

made IT
-
as
-
utility a reality
.



SOA: Making dynamic processes more

dynamic with IT
. After years of talking about
process

centric

IT, organizations worldwide

are now choosing service
-
oriented

architecture
initially to address

technology integration challenges,

but also to help them move toward

business process integration.



Software
-
as
-
a
-
Service: Owning

is obsolete. Since the earliest days

of hosted applications,
CIOs have

wondered whether they really need

to keep developing and maintaining


so many of their solutions and

systems in
-
house. That discussion

has intensified with the
rising costs

and difficulty of maintaining and

upgrading legacy systems.

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5

High Performance IT 2008 :

IT investment, CIO’s Agenda


Focus IT Investments on your end customer.



Customer facing systems are among the
portfolio’s poorest performing applications in
terms of technical and business adequacy



Many organizations must take a look at their
core front
-
office systems and associated
processes : CRM, sales & marketing, billing.



The test should not be about technical and
business adequacy. Instead, a good way will
be to base their reviews on expectations built
up from consumer Internet experiences



Two broad kinds of technologies
-

Rich
Internet Applications and Real
-
time Insight

form the basis of what the consumer Internet
offers other industries and government in
improving their own customer experience:


Finance

Operations

HR

Customer Services

Sales

R&D

Dis.

Copyright © 2008 Accenture All Rights Reserved.

6

High Performance IT 2008 :

IT investment, CIO’s Agenda

Let user
-
determined computing transform the way your employees work



Many organizations try to increase
productivity by supporting outdated ways of
working through information technology.


Their legacy systems usually don’t support to
change the processes
-

only to standardize
them.


As a result, for all the investment over the past
decade, relatively little has changed at work.


In the early information age, the workplace
was the arena for cutting edge technology.


Now, employees are seeing more IT
innovation outside of the workplace.


“user
-
determined computing”: employees
bringing technology into the enterprise,
ranging from PDAs and instant messaging
tools to Internet telephony, technical blogs and
message boards.


New collaboration platforms

-

The media
-
rich, natural, synchronous


collaboration platform prototype for


personality
-
oriented tasks, HP’s Halo

-

highly integrated, asynchronous platforms


for process
-
oriented tasks. IBM’s Jazz


Mobility for enterprise applications.

-

enterprises must take advantage of this


ubiquity


Web 2.0 enterprise applications.

-

InnoCentive post R&D problems or


challenges for any of 90,000 registered


“solvers” from 170 countries.

-

Solvers whose solutions are accepted


receive rewards ranging from $25,000 to


as high as $100,000; a small investment


compared to the value delivered.

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7


Agenda


High Performance IT 2008


Enterprise Software Dynamics


Long Term Implications For Sector


Implications For Vendors


Enterprise Software Market

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8



1. What is happening?


There is no next great wave for Enterprise Software


Yet, just as the winners are trying to settle down into a stable
industry structure …


… the elements of a powerful disruption of the market have been
building and are getting stronger: SOA, Open Standards and Utility
Computing


T
he industrialization of the software value chain is a necessary
component of the march forward for software


The next wars of software are the wars of the value chains

the
next innovations are production innovations

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9

The First 40 Years

Where Now?

Mini
-
Computer

Client Server

Net Centric

Host Mainframe


Consolidation


Software
-
as
-
a
-
service


SOA


Open Source


Open standards


SME, International,
Vertical


Mobility, Embedded
systems


Utility computing


Grid


Where is the headed?

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10

B

U

Type of User

Type of Business

B

U


Corporate


Process


Departmental


Consumer


Large Info
Intensive


Large


Small

Net Centric

B

U


Corporate


Process


Departmental


Large Info
Intensive


Large


Small

Client Server

B

U


Corporate


Departmental


Large Info
Intensive


Large

Mini
-
Computer

B

U


Corporate


Large Info
Intensive

Host Mainframe

Banks

payment processing

Engineering

CAD

CRM

Office applications

Customer Self Service

eCommerce

Platform shift = expansion of business
hierarchy

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11

B

U


Corporate


Process


Departmental


Consumer


Large Info
Intensive


Large


Small

The Full Hierarchy


Mobility


International


Small business


……


Remaining Opportunities =
Extensions

Implication: Platform Shift As Main Expansion
Mechanism Is Dead. No Next Mega Wave for Business
Software

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12

Mean

1 Standard Deviation

Source: Company 10
-
Ks, Accenture Analysis

N= 78

N= 60

N= 12

N= 12

N= 5

Revenue

Operating Profit vs. Revenue

9

%

16

%

12

%

24

%

-

14

%

-
60%

-
40%

-
20%

0%

20%

40%

60%

$10
-

$100M

$100M
-

$500M

$500M
-

$1B

$1B
-
$2B

$2B+

Revenue Segments

Operating

Profit (%)

Time to consolidate. Bigger is better.
End of story?

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13

B

U

Internet


Open Standards


SOA


Good Enough Crisis

Create

Configure

Host

Maintain

Industrialization of the Value Chain

Lowered Barriers to Entry

Full Hierarchy

End of Wave

Consolidation

the Internet seeded something else…

Copyright © 2008 Accenture All Rights Reserved.

14

Create

Configure

Host

Maintain

From Product
-
based Differentiation to TCO, Speed to Value,
Customer Experience

Speed

Efficiency

Customer Intimacy

Good enough crisis

Open standards

50% to 90% of TCO

IT Complexity crisis

IT Doesn’t Matter crisis

Developing Value Shifts in the Software Value Chain

Creation

Delivery

1

2

1

From Proprietary Innovation to Speed, Efficiency, Customer
Intimacy

2

Open Source

Industrialization of the Value Chain: why the
old value chain must be re
-
invented.

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15

Create

Configure

Host

Maintain

Software as a Service

First success for on
-
demand

Open Source

Collaborative, networked governed development model

LAMP (Linux, Apache, MySQL, Pearl)

Over 100,000 projects on SourceForge

IBM, Microsoft, Google, Sun, BEA, SalesForce, all key contributors


The first successful shots at the old value
chain: both of them disruptions.

Copyright © 2008 Accenture All Rights Reserved.

16


Interoperable parts system


Standard measuring gauge


Moving assembly chain






Specialized labor

1914 Industrialization

2005
-
2015 Industrialization


SOA Open standards (XML, etc.)


Internet


Global Web services factories


Developing


Testing


Assembly


Global developer pool

Gains from 1913 to 1914

Assembly time improvement: 8x

Price of a car decrease: 12x


SOA: A blueprint for an industrialized software value
chain. A production innovation.

Copyright © 2008 Accenture All Rights Reserved.

17


Agenda


High Performance IT 2008


Enterprise Software Dynamics


Long Term Implications For Sector


Implications For Vendors


Enterprise Software Market

Copyright © 2008 Accenture All Rights Reserved.

18


As traditional market dynamics and internet
-
born
disruption play out, the sector will
metamorphose into a hybrid industry


Consolidated and fragmented

polarized
industry structure


Horizontal layering and vertical integration


Mix of on
-
premise and utility computing




2. Where is the sector headed?

Copyright © 2008 Accenture All Rights Reserved.

19

B

U

Internet


Open Standards


SOA


Create

Configure

Host

Maintain

Industrialization of the Value Chain

2. Internet Based Disruption

1. Internet Triggered Consolidation

Lowered Barriers to Entry

Remember we have two sets of
dynamics at play…

Copyright © 2008 Accenture All Rights Reserved.

20

From

To

The Big Get Bigger

The Rise of the Lilliputians

So, as anything shaped by multiple influences, the
industry will be a hybrid: concentration
and

fragmentation …

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21

OS

Database

Middleware

Applications

IT Services

Business Services

Horizontal layering and vertical integration

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22

INDUSTRIAL STRENGTH

INDUSTRIAL STRENGTH

ON
PREMISE

UTILITY

On
-
premise and utility based computing

both industrialized.

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23


Agenda


High Performance IT 2008


Enterprise Software Dynamics


Long Term Implications For Sector


Implications For Vendors


Enterprise Software Market

Copyright © 2008 Accenture All Rights Reserved.

24


On
-
premise vendors must
industrialize

their value chain

the
blueprint for the next value chain is already becoming evident

SOA
is a key to it


Beyond this, different vendors will face this changing market differently


Best of breeds face tough choices as their space mature:
diversification, reinvention, complement position, exit

many will
slowly disappear


Consolidators can create the next great software distribution
companies

but consolidation cannot be the only strategy and is
rife with challenges


Platform candidates must act quickly: the window of opportunity
for creating the next proprietary platform is closing rapidly


Software
-
as
-
a
-
service disruptors still have a long way to go

to
prosper, they must continue to perfect their innovation: the
business model




3. What should vendors do?

Copyright © 2008 Accenture All Rights Reserved.

25

End of Wave Dynamics

Internet
-
based Disruption

Regular Wars

Guerilla Wars

Create

Configure

Host

Maintain

Industrialization of the Value Chain

Lowered Barriers to Entry

Disruptors

Vendor

Traditional
Vendors



Two wars for software vendors.

Copyright © 2008 Accenture All Rights Reserved.

26

End of Wave Dynamics

Internet
-
based Disruption

Regular Wars

Guerilla Wars

Disruptors

Vendor

Traditional
Vendors

Platform Strategy

Mergers and Acquisitions

Industrialization of Value Chain



The weapons of choice.

Copyright © 2008 Accenture All Rights Reserved.

27

Mega Vendor
Challenge at
the Top End

Disruptor

Challenge at
the Bottom
End

“IT Does Not Matter”

“Complexity”

“Good Enough”

Incumbent Vendor

(e.g., best of breed)

International Markets

SMB

Vertical Solutions

Consolidation

Orchestration

Disruption and

Orchestration

Disruption

Market Challenge

Market Opportunity

SaaS and Open
Source

For best of breed vendors: avoiding
the Perfect Storm.

Copyright © 2008 Accenture All Rights Reserved.

28


Adopt SOA


Open and distribute
development


Orchestrate partner innovation
network


Leverage Open Source

focus
on differentiation opportunity
only


Copy Open Source

create
collaborative development
model


Decouple new product
development from maintenance


Bring the customer in process


Adopt SOA


Orchestrate delivery partner
network


Decouple and distribute delivery
activities


Customization


Maintenance


Testing


Bring the customer in process

Create

Configure

Host

Maintain

Pre
-
emptive response for all on
-
premise vendors:
Industrializing the Enterprise Software value chain.

Copyright © 2008 Accenture All Rights Reserved.

29


The industry is changing

the platform switch is no longer the key
driver of growth

doing IT better is

this likely means slow growth
ahead


The most powerful and immediate set of dynamics at this time are the
end of the previous wave and the consolidation of the industry


The internet led, wave of change is starting to gather momentum


It is more than Saas

although Saas is leading the transformation


It is a whole new approach for creating and delivering software
(new architectures, new processes, new labor/participants, new
delivery = a new value chain)


In time, it has the potential for true disruption


Only the large vendors will prosper in the current end of the wave
dynamics


Only the far thinking vendors will prosper in the next, global, industrial
age of Enterprise Software

an industrialist’s mindset is required.





In summary…

Copyright © 2008 Accenture All Rights Reserved.

30


Agenda


High Performance IT 2008


Enterprise Software Dynamics


Long Term Implications For Sector


Implications For Vendors


Enterprise Software Market

Copyright © 2008 Accenture All Rights Reserved.

31

IT Market

Worldwide

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32

Enterprise Software Markets With CAGRs of
More Than 10%


Worldwide

Copyright © 2008 Accenture All Rights Reserved.

33

Software Sub segments Growing With a CAGR Higher
Than 10%, 2006
-
2011,

(Total Software Revenue in Millions of Dollars)


Worldwide

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34

Software Sub segments Growing With a CAGR Higher
Than 10%, 2006
-
2011,

(Total Software Revenue in Millions of Dollars)


Worldwide


Source: Gartner (October 2007)

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35

IT Market

Korea

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36

IT Market

Korea

2007


Source:
한국소프트웨어산업협회
,2008.01

2006



SW,
컴퓨터관련서비스

매출액

⠲〰㘮〱(縠~〰㜮㄰0

(
단위
,
억원
)

Copyright © 2008 Accenture All Rights Reserved.

37

Software Market

Korea



패키지

소프트웨어

매출액

⠲〰㔮〱(縠㈰〷⸱〩


Source:
한국소프트웨어산업협회
,2008.01

(
단위
,
백억원
)

2006.12

2006.12

2007.01 ~ 10

Copyright © 2008 Accenture All Rights Reserved.

38

Software Market

Korea



컴퓨터

관련

서비스

매출액

⠲〰㔮〱(縠~〰㜮㄰0


Source:
한국소프트웨어산업협회
,2008.01

(
단위
,
백억원
)

283

186

227

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39

감사합니다
!

Accenture
이세제

이사

se
-
je.lee@accenture.com

011
-
9990
-
7752

Copyright © 2008 Accenture All Rights Reserved.

40

Appendix

Acronym/Abb
r.

Definition

AD

application development

AIM

application integration and middleware

AIS

application and integration suite

B2B

business
-
to
-
business

BI

business intelligence

BPMS

business process management suite

CDI

customer data integration

CPM

corporate performance management

DCC

digital content creation

DI

data integration

EMEA

Europe, the Middle East and Africa

ESB

enterprise service bus

HSM

hierarchical storage management

ITOM

IT operations management

Acronym/Abb
r.

Definition

MDM

master data management

MOM

message
-
oriented middleware

OOA&D

object
-
oriented analysis and design

OS

operating system

OSS

open
-
source software

PIM

product information management

PPM

project and portfolio management

PPMW

portal, process and middleware

SCCM

software change
,

configuration

mgmt

SCM

supply chain management

SIEM

security information
&

event

mgmt

SOA

service
-
oriented architecture

TPM

transaction processing monitor

Source: Gartner (October 2007)

Glossary