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0981125MU_262423_074v3.i!#$%&$'()*(+,,,!#$%&'()'!()%*+$!,##&&'-.+/+01/%'2/&304%&')$(1'5667(18+/3&'9$(,/:'%4';($:'3/=/'()'%4'.(&%'?/+13#'2/:,&%$3&-.//(0#1&234356(7819*(:$3(;%$$31981125MU_262423_074v3.iITAAWEBCAST,FEBRUARY8,2000IntroductiontoSecretsofSoftwareSuccessIndustrystructureandhistoryIllustrationofselectedbestpracticesFuturetrendsDiscussionSource:SecretsofSoftwareSuccess2981125MU_262423_074v3.iITAAWEBCAST,FEBRUARY8,2000IntroductiontoSecretsofSoftwareSuccessIndustrystructureandhistoryIllustrationofselectedbestpracticesFuturetrendsDiscussionSource:SecretsofSoftwareSuccess3981125MU_262423_074v3.iProfessionalSoftwareServicesSoftwareProductsPackagedSoftwareEnterpriseSolutionsSoftwareProducts&ServicesEmbeddedSoftwareincl.ServicesProcessingServices(e.g.ADP)&InternetServices(e.g.Yahoo!)HardwareProductsHardwareMaintainanceServicesITMarketSurveyandBookScopeToptenplayersineachsegment(1997estimatedrevenuesinspecificsegments)MicrosoftIBMComputerAssociatesAdobeNovellSymantecIntuitAutodeskAppleTheLearningCompanyIBMOracleComputerAssociatesSAPHPFujitsuHitachiParametricTechnologyPeoplesoftSiemensAndersenConsultingIBMEDSCSCScienceApplicationsCapGeminiHPDECFujitsuBSOOrigin1.2.3.4.5.6.7.8.9.10.1.2.3.4.5.6.7.8.9.10.1.2.3.4.5.6.7.8.9.10.Source:IDC,McKinseydatabase,McKinseyanalysis11,6002,5601,0807607105505204203803505,3004,9203,7503,5101,9101,6201,5201,4101,3701,32010,2704,2603,2402,3602,1901,8101,270760700680$m$m$mRevenues1Revenues2Revenues226,63027,54018,9301Worldwideprofessionalsoftwareservicesrevenues2Worldwidesoftwarelicensesandmaintenance/supportrevenuesTOPTENPLAYERSPERSEGMENT4981125MU_262423_074v3.i*TotalrevenuesSource:SecretsofsoftwaresuccessRegionEurope(Austria,Denmark,France,Germany,Ireland,Italy,Netherlands,Luxemburg,Sweden,Switzerland)NorthAmerica(Canada,US)Asia(India,Israel,Japan)9395224373915123241BusinesstypeEnterprisesolutionsProfessionalservicesMasspackagedsoftwareSizeMidsizedcompanies(Rev.*USD50million)Largecompanies(Rev.*USD1billion)Verylargecompanies(Rev.*USD1billion)Startups(Rev.*USD10million)DISTRIBUTIONOFPARTICIPATINGCOMPANIES5981125MU_262423_074v3.iSCOPEANDMETHODOLOGYOFSURVEY*CompoundannualgrowthrateInterviewpartnersDuringthesurveywedidinterviewswith……morethan450executives…100companiesin15countrieson3continents…6ofthe10largestsoftwarecompaniesintheworld…firmsofall3industrysegmentsResearchmethodologyRankofcompaniesbymarginandCAGR*34successfulcompanies32averagecompanies34lesssuccessfulcompaniesTestofhypothesiswithtopandlowerthird6981125MU_262423_074v3.iITAAWEBCAST,FEBRUARY8,2000IntroductiontoSecretsofSoftwareSuccessIndustrystructureandhistoryIllustrationofselectedbestpracticesFuturetrendsDiscussionSource:SecretsofSoftwareSuccess7981125MU_262423_074v3.iSOFTWAREINDUSTRYERASSource:SecretsofSoftwareSuccessEra5(1994-2008)TheinternettakesoffNewinternetbasedVASemergeEra4(1981-1994)PC-basedsoftwarebecomesamassproductMicrosoftemergesasleaderoftheindustryEra3(1969-1981)ItbecomeswidelyacceptabletobuysoftwareindependentlyfromhardwareStrongenterprisesolutionprovidersemergeEra2(1959-1969)FirstsoftwareproductcompaniesemergeIBM/360becomesthefirstindustrystandardplatformEra1(1949-1959)FewmegasoftwareprojectsprovideimportantlearningopportunitiesFirstsoftwareservicesfirmssetupshopCompanyexamplesNetscapeInterskyBroadVisionMicrosoftNovellIntuitSAPOracleCAADRIBMInformatCUSCSCSemaNetscapeIBMPCMSDOSIBMUnbundlingSAGEprojectADR8981125MU_262423_074v3.iUSDbillionsSource:IDC,McKinseydatabase,McKinseyanalysisProfessionalservicesEnterprisesolutionsMassproductsTop10:23%Top10:46%Top10:33%199319951997+20%p.a.+18%p.a.+11%p.a.1156157775545314737WORLDWIDEREVENUESANDGROWTHRATESINTHETHREESOFTWAREINDUSTRYSEGMENTS9981125MU_262423_074v3.iPackagedsoftware1101001,00010,000100,0001,000,00010,000,000Salesunits(log.)DegreeofproductizationHighMediumLow(Customsolution)ProfessionalservicesEnterprisesolutionsPRODUCTBUSINESSKEYDIFFERENCESOFTHETHREESWSEGMENTSPROFESSIONALSERVICESSource:SecretsofSoftwareSuccess10981125MU_262423_074v3.iMAJORDIFFERENCESBETWEENPRODUCTANDPROFESSIONALSERVICESBUSINESSMarginalcostsMarketstructureRegionalappearanceCustomerrelationshipMostimportantnumbertowatchProfessionalservicesAlmostconstantHighlyfragmentedMainlyregional,withincreasingtendencytoglobalizationOne-to-oneCapacityutilizationrate1.Humanresources2.Softwaredevelopment3.Marketing&Sales4.StrategyProductbusinessAlmostzeroDrivetoconcentrationHighlyglobalizedOne-to-few,one-to-manyMarketshare(installedbase)1.Strategy2.Marketing&Sales3.HumanResources4.SoftwaredevelopmentRelevanceofmanagementareas**AccordingtosignificanceanalysisofkeysuccessfactorsineachmanagementareaSource:GlobalMcKinseysoftwaresurvey11981125MU_262423_074v3.iSOFTWAREPRODUCTANDPROFESSIONALSERVICESBUSINESS-MANAGEMENTDIFFERENCESProfessionalservicesMarketingapproachBusinesssystemMarketingapproachSalesapproachHumanResourcesRequiredskillsetfordevelopersDevelopmentSelectionofproductfeaturesContinuityiskeyLong-termExcellentreputationandcustomerrelationshipsCommunicationandp