By Paul Roche, Jeremy Schneider, and Tejas Shah
For the past ten years, the rise of software as a service (SaaS) has reshaped the enterprise-software industry. During that period, the disruptors that pioneered the model and the incumbents that transitioned to it created tremendous shareholder value. Between 2011 and 2018, the global software industry’s market cap grew at twice the rate of the overall market. Yet that growth came with a cost: industry profitability tumbled, falling by half over the decade.1
The next ten years will not be any less tumultuous. As SaaS matures, the customer’s expectations around ease of use and ease of doing business will continue to rise. Platforms as a service (PaaS) from the Big Three cloud vendors (Amazon Web Services, Google Cloud, and Microsoft Azure) are gaining share and commoditizing software. And with financial markets reeling from the COVID-19 pandemic, investors are looking more closely at bottom-line health.
Addressing these demands will require software vendors to adopt a new playbook. Success will take a renewed strategic focus, a willingness to expand “as-a-service” offerings beyond subscription pricing, and a greater emphasis on profitable growth (see the sidebar, “Software’s new playbook”).