Creating New Channels to Market for SaaS and Managed Services
Last month I discussed new alliances that are accelerating the market penetration of Software-as-a-Service (SaaS). I’ve also talked at length in this space about the struggles managed service providers (MSPs) have experienced keeping pace with their SaaS counterparts when it comes to gaining customer acceptance and adoption.
A new alliance between NetSuite and CompUSA not only reinforces my views about how creative partnerships are driving the SaaS market, but it also can serve as a model for MSPs who are seeking new channels to market for their solutions.
NetSuite is making its on-demand business software applications available to small- and mid-size businesses (SMBs) through CompUSA Business Services’ 250 stores across the U.S. Under this agreement, customers will receive sales, training and service support from CompUSA’s 1100 staff.
While NetSuite’s applications will not be bundled into CompUSA’s desktop and server solutions, the retailer’s staff will be able to help customers register and get started on the apps. THINKstrategies believes that the next step for retailers and PC/server manufacturers will be to preconfigure SaaS applications into the hardware platforms.
This agreement demonstrates that SaaS doesn’t necessarily ‘disintermediate’ the channel by permitting ISVs to sell their on-demand solutions directly online. Instead, the alliance gives NetSuite greater visibility in the SMB market and access to SMB buyers. It also gives CompUSA an opportunity to broaden its portfolio of services to better differentiate it in a highly competitive market.
This alliance should not only serve as a precedent for other SaaS providers to establish similar arrangements with other retail outlets, but it should also serve as a model for MSPs who need to develop new ways to appeal to SMBs.
Why couldn’t Symantec or MacAfee, for instance, team with Best Buy and its Geek Squad to add their managed security services to the retailer’s PCs? Or, why couldn’t a variety of managed email, back-up, storage or voice-over-IP (VoIP) service providers sell their solutions through SMB-oriented retail channels like Kinko’s, Staples, Office Depot, etc?
