You dont know ASP Support until youve Delivered ASP Support

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You dont know ASP Support until youve Delivered
ASP Support

• Presented by Ben Saitz
• VP, Client Services
• Global Technical Services

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Agenda

• Background Intro
• ASP vs. Software alike
• ASP vs. Software different
• Financial
• Services
• Wrap-up
• Q A

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Background

• DoubleClick is leading digital advertising
  solution provider (BtoB)
• A true original 10 years in marketplace
• International presence
• Serving 5-7 Billion ads per day
• Provides leading technical tools to target,
  deliver, and measure online marketing

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Background

• We serve the worlds largest marketers, agencies,
  and publishers
• Our tools are used for media planning, buying,
  selling inboth display ads as well as search
• In many cases, powers single orlargest revenue
  stream for clients

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Background Ben Saitz

• VP, Client Services North America
• 75 people providing Tech Support, Training,
  Technical Account Management and campaign support
• SCP Certified in 2005
• SSPA members for 4 years
• Team primarily located in Denver, Chicago, and NY

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ASP a primer

• Application Service Provider
• Names like Netsuite and Salesforce.com
• Little to no installation at client site
• Often accessed purely by web browser from
  anywhere on Internet
• No extended implementation
• Customer tends to be an end-user

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ASP vs. Software - plenty of similarities

• Need strong services organization
• Ongoing tech support
• Training, self-study, KB, etc
• Professional Services
• Can be mission critical for clients
• Are run the same, sales, engineering, services,
  marketing both tech companies

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ASP vs. Software not quite the same

• Financial
• Revenue recognition
• PL
• Value
• Services
• Training
• End-user
• General

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Financials in the ASP model

• Revenue
• Blended pricing includes all services
• No support maintenance contract
• Some revenue for pro services and premium support
• Based on seats or usage, not processors or
  software licenses
• Revenue starts when product is used

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Financials in the ASP model

• PL
• Services often not in their own PL
• Cost center for overall business
• More scrutiny around productivity, staffing
  models more justification needed

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Financials in the ASP model

• Value
• Can be challenging to articulate value to both
  sales and clients/prospects
• Expectation for full enablement as part of core
  offering, add-ons can be hard
• Renewals are for entire relationship
• Deactivations are very rare, more often based on
  collections issues

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Services in the ASP

• Lifecycle is similar
• Less train the trainer, tend to train all
• End users can be non-technical
• BtoB environment (not banks, Schwab)
• Often supporting mission critical apps

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Services in the ASP - Training

• Train clients to get off to fast start
• Constant ongoing training and reinforcement,
  products can change often
• Need entire company effort to rally around
  rollouts (multi-channel)

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Services in the ASP - Services

• Customization is a new and growing area for ASPs
  (web services/APIs)
• Implementation might be one and only time to try
  and offer added services
• SLAs on both services and product
• Offer friendly means of interaction
• More focused on usability than pure tech issues

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Services in the ASP - Operations

• Throw out the test bench, were all using the
  same system
• Upgrades happen for all
• No delaying when to upgrade
• Development environments can be very different
• Managing system-wide issues will take all
  resources
• Self-help remains key

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Services in the ASP - Operations

• No downloads or patches
• Simple matrix for the supportable
• Still critical and relevant to pursue
  certifications at site and individual level
• Hiring for different skill-set, aptitude is less
  technical
• Industry knowledge more important

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Key Takeaways