June has been a big SaaS month for Intuit! Over the past few months I had noticed that Intuit had quietly started moving more into the Software-as-a-Service market. These moves became more apparent this month with these announcements:
June 2 - Intuit acquires PayCycle, a leading SaaS payroll firm
June 4 - Intuit announced their new SaaS partner platform - Intuit Partner Platform, releases their online portal Intuit Workplace and pulls in their Intuit Marketplace.
So what does this all mean?
Well, for a company that couldn’t seem to spell SaaS and has traditionally sold almost all of their products in CD’s, this is a really major shift. Intuit had dabbled in on-line versions of Quicken and QuickBooks but these announcements were a real strategic departure in their business away from the old software model.
Consider the Intuit business franchise for a moment;
* 4 million QuickBooks customers, representing 25 million users
* 1 million Intuit Payroll customers, about 14 million employees. Of this maybe 100,000 are onlinebut that still represents about 1.5 million employees. With the PayCycle deal adding another 80,000 customers.
* QuickBase adds another 250,000 customers to the portfolio.
* The Intuit Developer Network has approximately 75,000 developers enrolled.
These are big numbers, in a market segment, Small and Medium Business, that everyone in the software market is looking to penetrate.
Why Buy Another Payroll Engine?
This was the first thing that crossed my mind when I heard the news. I guess it’s obvious. Moving Intuit’s existing payroll engine over to SaaS would cost too much and take too long, so they bought the leading SaaS payroll product.
Why is payroll important? Because if you think about a sticky application for any size business, payroll has got to be one of the most important. Look at ADP, Paychex and Ultimate Software to see the type of rock solid franchise you can build with a great payroll engine. Considering how many small businesses already use Intuit’s other off-line software products, some basic cross selling of payroll could dramatically increase their revenues and help them to move these customers on-line, where the real revenue play is.
So Once You Get Your Customers On-line, Then What?
This has been one the bigger challenges for most software companies transitioning to the SaaS world, how best to bring along their legacy customers. Just telling your customers that you can get the same application over the Internet, won’t get customers to move. If you are luck you can get 10-25% of them to move to a new platform over their lifetime.
A different approach to getting them on-line is to offer very compelling products that they need and aren’t currently offering as an off-line or on-premise solution. Payroll? This is also where the Intuit Partner Platform comes in. Bob Warfield, in a recent blog post about Intuit’s plans, relays what Bill Lucchini, Intuit’s GM for their IPP, told him about the platform:
1. Need to offer a platform that you can truly build great applications on
2. Partners must be able to build a profitable business on top of the Intuit platform
3. Intuit must offer developers significant cost and time to market savings
The plan seems to be to start offering all types of new products on-line, make it easy and really affordable, then you might have a fighting chance of moving a majority of your customers over time.
More about the Intuit Partner Platform
Intuit really made an interesting decision that was quite a contrast to others in the maketplace by picking a third party technology for their IPP Software Development Kit (SDK), Adobe Flex. Salesforce, Google,NetSuite, FaceBook and every other Platform as a Service (PaaS) player is based on their own proprietary technology, but Intuit must have believed that their best shot at delivering a platform to build great applications on was to use someone else’s technology. Flex is also complimentary to SAP, Salesforce, Amazon and others.
Another thing to like about the IPP is that you don’t have to use the IPP SDK to develop SaaS applications. You can use any other technology or Cloud infrastructure and then publish to the IPP. The advantage to the developer is, develop once but publish in many places. This Federated Applications approach will provide for faster adoption. The advantage to Intuit is that existing AppExchange and other SaaS developers can move their products over to the IPP quickly, which will provide a lot of application choices for their customers. So not only the 75,000 Intuit Developer Network members but also all the other SaaS ISV’s will be able to leverage the IPP to expand their SMB market penetration.
Intuit also provides the Intuit Workplace which allows customers to integrate Intuit and non-Intuit applications using their federated integration and security structure. The Intuit Workplace provide single sign-on to all types of applications, all offered inside of an Intuit Cloud infrastructure.
The ability to access the Intuit customer base is also priced reasonably. Partner revenue sharing ranges from 14-20% plus a small fee for monthly usage. Some early adopters of the IPP include Vertical Response (email marketing), DimDim (web conferencing), Rypple (performance management), Setster (appointment management) and Expenseware (T&E expense reports). It looks like Intuit has about 100 applications in their marketplace today and it will be interesting to check back with them in six months. There appear to be other go-to-market services that can help the partner market, manage and bill for their applications as well.
My general conclusion is that Intuit is clearly making some good moves towards migrating its business model to SaaS, but it is going to take time to make the move and old habits die hard. If I were offering a competitive offering like Workday, Netsuite or Intacct, I would be watching their progress very carefully over the next 6-12 months.
Other commentary on the Intuit Partner Platform include:
Jeff Kaplan, THINKStrategies: Why Intuit Can Become A Major SaaS Platform Player
Phil Wainwright, ZDNet: Intuit makes two-pronged PaaS and SaaS push
Laurie McCabe, Horwitz: Intuit Partner Platform: Changing the Rules of Cloud Platforms with Federated Applications
Intuit Partner Platform on Twitter: http://twitter.com/ippdev
Intuit IPP Blog: IPP Team Blog
In Charles Darwin’s landmark work on the Theory of Evolution, he stated that “…Natural selection acts only by taking advantage of slight successive variations; it can never take a great and sudden leap, but must advance by short and sure, though slow steps.” Based on what has been happening with our economy over the past six months, the Human Capital Management software world is going to be forced to do a quick evolution.
Times are tough; just consider the global economic slowdown over the past three years. In 2007 it was the sub-prime mortgage crisis, in 2008 it was the Banking crisis and in 2009 we are beginning to see the Human Resources crisis.
This is very different environment for HR professionals than the old War for Talent era that was discussed by industry experts over the past five years; this current crisis is more related to a dramatic reduction in jobs in the economy and unemployment approaching 10%. Human Resources related budgets and headcount have been cut way back in an effort to stem the financial tide. Unfortunately most companies were not ready to eliminate anywhere from 5-30% of their workforces overnight. Not only were they not prepared for this change but they probably don’t completely understand what the future impact of their actions will be for their workforces. These dramatic changes have left HR in a precarious position looking forward because they have little in the way of staff or resources but their charter remains the same.
HR’s Rapid Evolution
As someone who sold HCM software for the last 12 years, it was always part of the sales pitch that the HR organization is always expected to do more with less. Now that the environment has really changed, when senior executives now say to HR, ‘do more with less,’ they really mean it.
Just like in natural selection, the HR survivors need to evolve. So in this brave new world, you no longer have the level of resources that that you have taken for granted for years. Resources like IT support, capital dollars in your annual budget, a team of people to work on projects and time. You may ask, how do I evolve? With dramatically less people, budget and basically the same responsibilities, you need to automate as much of your workload as well as your personal interactions. In this new world, the human touch is going to be at a real premium when it comes to HR.
Well - now that you are completely depressed, let’s review some ideas on how you can be an HR survivor. Did you know that most companies have up to 200 different HR suppliers, depending on the size of your company? Do you really need all of them? Since you are now in a zero sum budget exercise, start looking at your operating expenses as one big pot of money and start determining what is essential and what is optional. As you start your process, you need to free up budget to fund critical automation projects that can enable HR to continue to push along its strategic objectives. This may actually be a process that your IT business partners might actually be willing to help you with, since they are feeling HR’s pain like never before.
Natural Selection
So as you start thinking about your natural selection budget project, you should start to build out your game plan by trading out your old software for new software. My general conclusion about software is simple, old software is bad and new software is good.
Let me explain…
Many of the current Human Capital Management software providers evolved from PeopleSoft. PeopleSoft was the leading HR software provider in the market for nearly twenty years and spawned a complete suite of Enterprise Resource Planning applications including benefits administration, payroll and other HR applications. When PeopleSoft was purchased by Oracle in 2005, Oracle became the dominant provider but they appear to have no clear future plans for their HR software. So you need to continue to pay maintenance for old software, which keeps getting older.
When thinking about natural selection for HR software, think about the clear disadvantages in the current environment for your old school software provider:
Now you can see why old software is bad… and why they may be going the way of the dinosaur in the next 5-10 years. That’s right, even Oracle and SAP. Remember MSA and McCormick & Dodge!
What attributes should you be looking for in your future surviving HCM software suppliers?
These survivors have these clear market advantages:
Slow Evolution of HCM Software
A little known fact is that the original Software-as-a-Service provider is Automatic Data Processing. They have been delivering payroll and HR services as a service, for nearly fifty years. Their offerings started out as a basic payroll service and their internal software just helped them to deliver their service more efficiently to their clients.
In the 1990’s, the next generation of on-line solutions appeared - where on-premise software was transitioned to being hosted in providers’ data centers (commonly referred to as Application Service Providers). A number of HR ASP software providers emerged including: Employease, PeopleSoft eCenter, and Workscape.
Then about ten years later, the conversation evolved from just hosting traditional software and a new model emerged - on-demand software, that provided a pay-as-you-go pricing model along with streamlined upgrades and new support processes. Some of these on-demand providers included: Authoria, Kenexa, SumTotal, Stepstone and Ultimate Software.
Then just a few years ago SaaS providers started to gain momentum. These firms really looked at delivering their software truly as a service and never delivered it on premise, sold in the traditional way. The HR SaaS providers always delivered their software over the Internet, with a modest amount of services, no upgrades, per-employee-month pricing and self-service support. Many better known HR SaaS providers include SuccessFactors, Taleo and Workday.
The next generation of HCM software might be based on Cloud Computing, where the SaaS providers no longer own their data centers and use providers like Google or Amazon.com to deliver world-class infrastructure support at on a pay-per-transaction fee. This approach could drive down costs, complexity and make a wide range of traditionally expensive HCM software much more affordable for small and medium-sized businesses.
Darwin Speaks
The HCM software market has undergone a number of wide ranging transformations over the last thirty years. We come back to the premise of old software is bad and new software is good. Old software is bad because it is expensive to maintain, modify and upgrade. Software teams that have the experience of working on traditional software but now working at new companies where they are using modern techniques might find it difficult to make their software better, faster and cheaper.
As you think of your portfolio of HCM software providers, maybe Darwin could help. And if Darwin were alive today, and knew about Human Capital Management software, I think he could put many of your company’s providers into these categories: