4
Jun

Successfully Promoting Apps to Enterprise Business Requires More Than An Appeal to Mobile Users

2 Color Design Hi-Res From the recent financial results of leading software vendors — Microsoft, Oracle, SAP and more — it should be apparent enterprise computing remains the most lucrative software market in mid 2015. So early stage tech businesses (ISVs) need to conceptualize, architect, and build solutions on a foundation including a clear understanding of what enterprise computing is all about if a revenue plan includes marketing to enterprise business.

Unfortunately, ISVs with CRM apps written for iOS who expect business consumers to buy simply because they use iPhones are not likely to succeed. Sure these apps will work fine — to an extent — for SMBs, but not for enterprise computing. A scalable architecture is absolutely required for this market segment. After all, enterprise computing includes PCs, Mainframes, and mobile devices (including tablets as well as smartphones). So it makes sense to either include a PC version of your solution, which will work seamlessly along side your client for the iPhone and iPad. If you do not have the PC solution, then you must have the hooks in place to allow users to plug your solution into one built on a scalable architecture addressing this market requirement.

All of the above may seem rudimentary to readers, but I was recently approached by an early stage business with a CRM built for iPhones, only. When I asked about clients for PCs, etc, my questions went into the void and my email exchange abruptly terminated. So early stage ISVs often combine a promising solution for a solution businesses may really need, with a very limited and inadequate understanding of just how users will actually consume the solution.

Of course, building your solution for an enterprise computing market doesn’t stop when you have successfully equipped your solution with a scalable architecture. You will have to also use a method of authenticating users. So here, too, you should choose the method most familiar to the market — in all likelihood something built to communicate with Microsoft’s Active Directory.

The list of critical architectural requirements does not stop with the above couple of examples. There are more, in fact too many to discuss, completely, in this post even in no more than broad terms.

If you have a solution you think is promising for enterprise computing, but are not familiar with the requirements posed by this market, you need to add someone to your management team who can fill this gap. Our temporary VP of marketing plan can execute on this role until you identify a right candidate for the spot. Please contact us to learn more.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2015 All Rights Reserved

29
Oct

Microsoft’s October 20, 2014 Cloud Briefing includes some fine tuning for its “Mobile First, Cloud First” message

In the first few moments of Satya Nadella’s opening remarks at Microsoft’s Cloud Briefing, October 20, 2014 attendees were treated to a finely tuned presentation of the now familiar “Mobile First, Cloud First” market message. Nadella prefaced his remarks by referring to this brand message as “our world view”. He then defined “mobile first” as “the mobility of the individual experience”. Anyone familiar with Microsoft’s products, and how they have presented their offerings to consumers since they launched as a business in the late 1970s will note how this terse and absolutely to-the-point phrase binds 2014’s market message to the unique themes this mature ISV has articulated throughout its tenure as a business in the public eye.

Windows was first presented to consumers as a uniquely promising method for people to deliver a highly personalized experienced from small computing devices (which, themselves, were called personal computers, (PCs)). Different versions of this same opportunity could be distributed across organizations via the purchase of numbers of PCs. In fact, this purchase cycle occurred, and, now, PCs are ubiquitous.

Now the personal computing experience has evolved into the “individual experience” of Nadella’s opening remarks. His definition of the “mobile” venue for this individual experience provides him an opportunity to demonstrate why Microsoft’s commitment to delivering as consistent a computing experience, as possible, across the set of computing hardware an individual may implement during a typical day of activity, is so important. In turn, the effort to deliver this consistent computing experience from smart phone, to tablet, to desktop computer, to lap top, leverages scale.

By the time the audience digests all of this information, which Nadella communicates in less than 2 minutes of his opening remarks, it is likely clear why the Windows 10 Operating System (which was introduced only a month prior to this event) must be the same OS for each of the form factors we just mentioned.

By the time he mentions “cloud”, the importance of SaaS, and the power it contributes to this effort to deliver a uniform computing experience across the entire range of computing form factors should be clear.

In this writer’s opinion, Nadella’s ease in articulating this message, with authority, will contribute, positively, to enterprise business computing consumers. This is the correct market for Microsoft to pursue. Therefore, it makes sense to monitor, over time, how thoroughly this market assimilates the themes Nadella is presenting.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved