SAP’s much anticipated SME SaaS offering has a way to go

by Dennis Byron on September 19, 2007

Sorry, SAP (SAP), I am a great admirer but Busi­ness ByDe­sign (code­named A1S) has a few prob­lems. The name is too long, the beta set of users is too small, the price is too high, the ref­er­ence imple­men­ta­tions and demos are too much old SAP, and the chan­nel strat­egy is too 20th cen­tury. The name issue is no big deal; let’s just call it BBD. The oth­ers will require a lot of work to over­come because BBD is the linch­pin of SAP’s objec­tive of 100,000 users by the end of CY 2010. SAP doesn’t con­sider BBD to be in “vol­ume avail­abil­i­ty” until 2008 so there are a few months left to work out the kinks.

SAP says the small/medium enter­prise (SME) BBD solu­tion is already help­ing “an inau­gural group of 20 live cus­tomers” in the United States and Ger­many. I’ll have to dig out some old notes but I think SAP had more beta users when it brought Pan­desic to the same mar­ket with the same delivery-model/channel strategy10 years ago. Given SAP’s esti­mate of 1.5 mil­lion prospects in the 100–500 employee mar­ket band (60,000 in the U.S. and Ger­many alone), 2000—not 20—is the ref­er­ence thresh­old it needs to shoot for. SAP BBD is avail­able today for selected early cus­tomers in the United States and Ger­many, with the “oppor­tu­nity now open­ing for early cus­tomers in China, France and the United King­dom.” Hope­fully there is multiple-thousand-client busi­ness in that pipeline given the test mar­ket­ing that has been ongo­ing this year. Dur­ing 2008, BBD is planned for expan­sion to coun­tries such as Aus­tralia, Canada, India, Italy, Mex­ico, the Nether­lands, the Nordic region, South Africa and Spain.

There is good news in the fact that the solu­tion was built from the ground up on SAP NetWeaver. Its host in the Soft­ware as a Ser­vice (SaaS) deliv­ery model will report­edly use SAP’s own MaxDB open source soft­ware data­base and Unix. But do com­pa­nies with 100–500 employ­ees even have some­one that can use SAP BBD Busi­ness Designer?

The indi­rect chan­nel is of course key to the SME mar­ket and the even­tual suc­cess or fail­ure of BBD. That is not the same as say­ing it will be sold indi­rect (such as via tele­mar­ket­ing). SAP needs to and says it will “rely sig­nif­i­cantly on its part­ner ecosys­tem strat­e­gy” to drive the SAP BBD offer­ing. The only ecosys­tem mem­ber announced or on SAP’s web­site as of noon ET 9/19 is ADP. Some of its All-in-One-brand part­ners were shown on video­tape at the press event but that makes chan­nel over­lap (SAP used the word “can­ni­bal­iza­tion” in the Q and A ses­sion) a real concern.

And most impor­tant, a min­i­mum $4000–5000 per month price tag just does not feel “afford­able and easy to adopt.” I am not even sure per-user pric­ing is even the way to go but I need to do a lit­tle more research on that issue. I am guess­ing SAP’s cur­rent SME installed base might be part of the pric­ing equa­tion. SAP has a lot of cus­tomers in the 100–500 employee mar­ket band, espe­cially out­side of the U.S. That base could be used to build the BBD ref­er­ence base quickly. But what would exten­sive cus­tomer migra­tion from All in One to BBD do to the rev­enue flow from those cur­rent customers?

As Research 2.0 has dis­cussed in its annual review of SAP, SAP BBD com­ple­ments the exist­ing Busi­ness One, Busi­ness All-in-One and SAP Busi­ness Suite (nee R/3) solu­tions. Busi­ness One is designed for the small busi­ness seg­ment, while SAP Busi­ness All-in-One is built “specif­i­cally for mid­size com­pa­nies that need deep industry-specific func­tion­al­ity,” what SAP calls microver­ti­cals (of which it has hundreds).

The offer­ing puts SAP right up against offer­ings from its long-time part­ner Microsoft (MSFT) as well as Inuit (INTU), salesforce.com (CRM) and many oth­ers. It will not be just a mat­ter of com­pet­ing for cus­tomers, as SAP is used to. SAP will have to get its BBD ecosys­tem from Microsoft, Intuit, Law­son (LWSN), Infor, and so forth as well.

–Den­nis Byron

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