Marketing Cloud Applications
Prospects are learning more and more about cloud computing. Whether you sell software as a service (SaaS) or applications that run on laptops/desktops, tablets, or smartphones, you need to understand how cloud computing is being sold, and how it is being perceived in the software marketplace.
The February 22, 2013 issue of Processor magazine reports that a recent survey from KPMG International revealed that about half of businesses and nonprofits have moved some of their applications to the cloud.
Here’s what these early adopters of cloud computing are finding:
About one third of the people surveyed said that the costs of moving to the cloud were higher than they had planned. This means that whether you’re offering solutions that run locally or in the cloud, you need to weave both the expectations and the realities of cloud computing expenses into your marketing message.
About one third found that they experienced “significant implementation challenges” when moving to the cloud. Again, microISVs need to weave this information into their marketing presentations. If you offer desktop/laptop applications, then tout the control, security, and stability that businesses enjoy when data and programs reside on computers that they control. If you offer SaaS, then explain why moving from the desktop/laptop environment to your cloud-based application won’t be burdensome.
More than one quarter of the people surveyed said that they had experienced significant security-related problems. These problems need to be part of your marketing message, too. If you’re offering SaaS, explain how you’ve already addressed and eliminated the security problems commonly associated with moving to the cloud. If you’re selling desktop/laptop solutions, talk about how safe and secure they are.
Some of the people who took the survey said that they are working on legal and regulatory issues associated with cloud computing. While Processor magazine didn’t go into much detail, there seem to be tax and earnings issues that need to be addressed. Software developers need to monitor all of these cloud-related issues, and weave them into their marketing messages.
Until now, cloud computing was a fresh idea with a handful of hypothetical problems. As more and more businesses move applications to the cloud, the problems will become much more real. Stay on top of the cloud computing movement, and make sure your marketing plan reflects both current perceptions and current realities.