VENDOR PROFILE SAManage Private Vendor Watchlist Profile: A Cloud- Based Alternative to IT Asset and Service Management Ryan Patterson Dan Yachin IDC OPINION Global Headquarters: 5 Speen Street Framingham, MA 01701 USA P.508.872.8200 F.508.935.4015 www.idc.com SAManage is a provider of cloud-based asset management and service desk/service management solutions that enable organizations to achieve better control over their IT inventory, organize licenses and contracts, detect risks and license compliance gaps, and implement an internal service desk. The company looks to capitalize on the expected growth of the systems management SaaS market, targeting businesses of all sizes especially large organizations that look to migrate from traditional onpremise systems to cloud-based solutions. We believe SAManage is a company to watch because: SAManage appears to have found a relatively untapped market for cloud-based asset management and service management. By combining these solutions into an integrated offering, the company could benefit from a first-mover advantage. The systems management SaaS market is currently fragmented with traditional on-premise vendors struggling to move their offerings to the cloud, along with emerging cloud players. Given that, there is a chance for specialized players such as SAManage to capture their share of the market. If SAManage manages to migrate customers (especially larger ones) from their traditional on-premise systems to its cloud-based solutions, it will likely flash up on the radar of the market leaders and may become a target for acquisition. IN THIS VENDOR PROFILE This IDC Vendor Profile analyzes SAManage, a company playing in the system management SaaS market, and reviews key success factors: market potential, technology/solution, corporate strategy, force multipliers, and customers. Leveraging IDC's expert understanding of the competitive landscape and future outlook, this document highlights company and market information tailored to the investment professional's needs. Filing Information: November 2012, IDC #237995, Volume: 1 Private Vendor Watch Service: Vendor Profile
SITUATION OVERVIEW Company Overview SAManage, based in Netanya, Israel, plays in the system management SaaS market. Company details are provided in Table 1. TABLE 1 SAManage Company Snapshot Category Functional and secondary markets Details System management SaaS, IT asset management, problem management, IT service desk, IT service management Founding year 2007 Number of employees 24 Number of customers 200 Company location Web site Status of seeking funding Investors Sales channels Revenue estimate Netanya, Israel www.samanage.com Raised more than $3 million in seed and Series A funding Carmel Ventures, Xenia Direct/indirect NA Source: IDC, 2012 Figure 1 shows the Watch Factor scores for SAManage versus the Watch Factor average scores for all companies ranked by the Private Vendor Watch Service in the applicable market at the time of publication. The sections that follow detail the reasons for those scores. 2 #237995 2012 IDC
FIGURE 1 SAManage Watch Factor Score Versus Watch Factor Average Score Notes: The Watch Factor average score reflects the average score for all private companies scored by the Private Vendor Watch Service at the time of publication. Scores are based on a scale of 1 to 4, where 1 = weak and 4 = strong. Source: IDC, 2012 IDC Watch Factor Scores IDC Watch Factor scores measure private companies based on a set of five defined success factors. Each of the five key success factors is made up of detailed subquestions, which are assigned a value from 1 (weak) to 4 (strong). The average of the subcategories is then applied as the overall score for each category: Market potential: Market growth potential, strength of competition, and current stage of market (early adopters versus late majority) Technology/solution: Level of differentiation, disruptive capability, and scalability Corporate strategy: Go-to-market strategy, management pedigree, and financial status (running on venture capital with insignificant revenue versus selfsustaining and not seeking additional rounds of funding) Force multipliers: Current partnerships/certifications, additional partnerships likely within the next two years, and channel/sales strategy 2012 IDC #237995 3
Customers: Number of existing customers, quality of existing customer base, geographic reach, and size of addressable market in the coming years given the vendor's current capabilities SWOT Analysis Strengths and Opportunities The system management SaaS market is still at a relatively nascent stage, but it is expected to grow rapidly over the coming years with the emergence of full-blown multitenant solutions. The market is currently fragmented with traditional on-premise vendors moving to the cloud, along with emerging players. Given that, there is a chance for specialized players such as SAManage to capture their share of the market. The company looks to capitalize on this opportunity by focusing on the asset management and problem management/service management segments. Leveraging the benefits of the cloud delivery model such as speed and ease of deployment and lower TCO compared with on-premise systems, SAManage aims to gain traction among businesses of all sizes especially large organizations that look to migrate from traditional on-premise systems to cloud-based solutions. Furthermore, although an increasing number of companies claim to offer cloud-based asset management or service management solutions, only a handful of these companies currently use a multitenant architecture, let alone in an integrated offering that combines them both. This acclaimed first-mover advantage could help SAManage establish its presence in the market, which is expected to become increasingly more competitive going forward. Having a large installed base is highly important for multitenant cloud offerings as it provides vendors with accessibility to a large amount of usage metadata. SAManage looks to leverage this data to offer extended capabilities such as benchmarking and other data-based products. Furthermore, as the company reports customers using its service catalog solution outside of IT, it may be able to offer broader insight into internal processes. Challenges and Threats Technology aside, there are many similarities between SAManage's business model and the one used by ServiceNow, which enabled ServiceNow to disrupt the system management software market. While SAManage hopes to follow this path with its multitenant asset management and service management SaaS offerings, it will likely face intense competition from emerging pure players and, more notably, the leading system management vendors that are gradually moving to the cloud. In addition, like many other cloud players, SAManage had initially focused on the SMB market segment. As the company is now pursuing larger customers, it faces the challenge of transforming its sales and marketing operations accordingly and developing a channel strategy, which is essential for successfully competing in this environment. This move may require SAManage to raise additional funding. In the longer term, in order to appeal more to large organizations and create upselling opportunities, the company should look to expand the scope of its offering to include additional system management SaaS tools and capabilities such as process automation, configuration management, and software distribution. 4 #237995 2012 IDC
Market Potential Market SAManage plays in the IT asset management (ITAM) market, which is estimated to grow from $1.40 billion in 2011 to $1.92 billion in 2016. In addition, the company offers IT service management (ITSM) solutions, which fall into IDC's category of problem management software. The problem management market is expected to grow from $1.47 billion in 2011 to $1.90 billion in 2016. SAManage plans to capitalize on the opportunity within these markets by targeting SMBs as well as large organizations that look to migrate from traditional on-premise systems management products to cloud-based solutions. Competitive Landscape The ITAM and ITSM markets are relatively crowded with established vendors and smaller players offering on-premise, hosted, and cloud solutions. In this environment, SAManage competes mainly with other companies that offer similar product mix. While the Big 4 IT management vendors offer the broadest range of ITAM and ITSM solutions, these are typically aimed at larger customers. The Big 4 are also looking to tap into the emerging market opportunity in system management SaaS, where specialized players most notably ServiceNow (which is also more focused on the high end of the market) have been gaining significant traction over the past few years. Among them, BMC has been particularly active in this front, offering several SaaS-based ITSM solutions, including Remedy OnDemand (a hosted version of the company's flagship on-premise ITSM product) for large enterprises and Remedyforce, a multitenant SaaS offering based on Salesforce.com's Force.com platform that is aimed more at the midmarket. In addition, early this year BMC acquired Numara for $300 million, which provides it with another strong hosted offering for the SMB market. Other notable players offering hosted ITAM and ITSM solutions mainly to SMBs include FrontRange Solutions, ManageEngine, Novo Solutions, ASG's PS'Soft, and EasyVista. While these players can be considered as competing more closely with SAManage, the company sees an opportunity for differentiation based on its multitenant SaaS architecture. Indeed, there are only a handful of companies that currently offer similar solutions, let alone a combination of full-blown cloud-based ITAM and ITSM. In addition to BMC's Remedyforce, other vendors providing ITSM SaaS include Citrix, with its GoToAssist Service Desk offering (based on the recent acquisition of Beetil), and Cherwell Software. On the ITAM side, there are several smaller players providing multitenant SaaS solutions such as InControl Technology. M&A In recent years, M&A activity in the broad IT management market has been mainly driven by cloud computing, with acquisitions focusing on targets providing either solutions for managing cloud environments or system and network management solutions that use the cloud as a delivery model. Most of this activity has been in the areas of performance and availability management and workload scheduling and automation, but as shown in Table 2, problem management/itam-related acquisitions 2012 IDC #237995 5
have been on the rise in 2012. As discussed previously, BMC is placing much focus on ITSM, as evident in the Numara deal, which was followed by the (smaller) acquisition of Abydos, a provider of tools that enable Remedy users to create and manage workflows and processes. Among other ITSM-related deals, Citrix's acquisition of SaaS player Beetil was used for adding service desk management capabilities to the Citrix GoToAssist remote support offering; and SolarWinds entered the ITSM space with the acquisition of Web Help Desk. Another notable acquirer in this space is ASG Software Solutions. After buying PS'Soft from BDNA, in a move that provided ASG with both ITSM and ITAM capabilities, ASG went on and added NTRglobal, a provider of cloud-based help desk and ITSM delivery systems. System management SaaS-related M&A activity is expected to continue as major vendors in this space are increasingly targeting the cloud as a revenue growth engine. Given that, specialized ITSM and ITAM companies offering multitenant solutions may become an acquisition target for any of these players. Table 2 displays recent M&A deals in the IT asset management and problem management markets. TABLE 2 Recent IT Asset Management and Problem Management M&A Deals Date Acquirer Target Company Deal Value ($M) Specific Market/ Solution Type November 2012 Absolute Software LiveTime Software assets 15 Problem management September 2012 Specialist Software Services e-warehouse assets NA Problem management September 2012 Citrix Systems Beetil NA Problem management July 2012 SolarWinds Web Help Desk 20 Problem management July 2012 AlphaPoint Technology SoftPay Solutions NA IT asset management April 2012 BMC Abydos NA Problem management April 2012 LANDesk Software Managed Planet NA IT asset management April 2012 ASG Software Solutions NTRglobal NA Problem management January 2012 BMC Numara NA Problem management October 2011 Adtell (Fiber Optic Marketplace) Corridor's FiberBase NA IT asset management March 2011 ASG Software Solutions BDNA's PS'Soft NA IT asset management Source: IDC, 2012 6 #237995 2012 IDC
Technology/Solution SAManage provides cloud-based, multitenant solutions that enable organizations to achieve better control over their IT inventory, organize licenses and contracts, detect risks and license compliance gaps, and implement an IT service desk. The company currently offers the following solutions: SAManage IT Asset Management provides visibility into the configuration, status, and physical location of workstations, servers, laptops, and other IT assets, supporting Windows, Mac OS, and Unix environments. The solution enables an organization to monitor its software inventory, providing data on software titles installed across the network, their location, when they are used and by whom; manage software licenses and IT contracts; and keep track of renewal schedules, agreement terms, and proof-of-purchase records. It also provides visibility into hardware configurations, including CPU, BIOS, disks, and sound cards. To improve the resolution of asset issues, the solution maintains assets' history that enables to track changes to asset configuration or software inventory as well as previously detected risks and incidents relating to a specific asset. SAManage's IT service management offering is a service desk solution that enables users to submit service requests through customized support page or email notifications and keep track of ticket status. Users can also order new services from the IT service catalog. The solution includes a knowledge base where the support team can publish FAQs, trouble-shooting tips, and other instructions, allowing end users to address certain needs on their own. Other capabilities include the option of adding comments and resolutions to each ticket to streamline issue resolution and maintain an information repository. In addition, tickets can be associated with IT assets for end-to-end tracking of asset service and repair history to accelerate resolution time. The solution also offers team collaboration capabilities that enable IT help desk teams to view the entire group's tickets and share workload between team members. Auto-assignment and automated processes are provided to reduce response time. SAManage also offers a mobile solution that provides IT staff with the ability to remotely access asset and service requests. Utilizing HTML5 technologies and supporting devices running ios 4+, Android 2.1+, webos 2, or BlackBerry 6, the mobile solution enables customers to view asset details, modify asset properties, manage service requests, and collaborate with other users through the service desk. SAManage also provides a benchmarking service that enables customers to measure their performance on issues such as service desk efficiency, incident resolution time, spending on software, asset utilization, incidents per agent, and other indicators. SAManage has developed several integrations with third-party products to extend the capabilities of its solutions. It currently offers integration with Google Apps to roll out the SAManage service desk using single sign-on, enabling the use of Gmail, Google Calendar, and other Google Apps for submitting service requests, view ticket status, and collaborate with other users. Other offerings include SAManage IT Asset 2012 IDC #237995 7
Management for Salesforce, which enables users to manage IT assets from within their Salesforce accounts, as well as integrations with Zendesk, Chatter, and OneLogin. In addition, the company provides integrations with various asset discovery solutions to synchronize data from third-party solutions such as BMC Remedy, CA IT Asset Manager, IBM's Tivoli Discovery, Microsoft SMS/SCCM, Novell ZENworks, Altiris, and FrontRange. SAManage also offers an API that enables users to develop applications and interfaces with existing systems on top of the SAManage platform. Corporate Strategy Leadership Doron Gordon, CEO and founder. Prior to founding SAManage, Gordon was a cofounder and VP of sales and marketing at Continuity Software, a provider of disaster recovery and high-availability management solutions. Earlier, he was a senior manager at BMC Software. He was also the founder and CEO at Always- On Software, an application service provider. Darroll Buytenhuys, president. Prior to joining SAManage, Buytenhuys was a senior vice president and officer of BMC Software. He joined BMC as a result of the $800-million acquisition of New Dimension Software where he was the president of the North American operation and was also the company's worldwide COO. At BMC, he initially had responsibility for all BMC operations in Europe, the Middle East, Africa, and Asia/Pacific. He was subsequently promoted to head the worldwide sales, services, and support organizations. Exit Strategy The system management market leaders have identified the cloud as an opportunity for future growth but also as a threat posed by emerging cloud players. In accordance, many of them and especially the Big 4 are increasingly catching up by acquiring specialized cloud players across various system management market segments. If SAManage manages to migrate large customers from their traditional on-premise systems to the company's cloud-based solutions, it will likely flash up on the radar of the market leaders and may become a target for acquisition. Key Acquisitions SAManage has not made any acquisitions. Current Investors SAManage raised more than $3 million in seed and Series A funding from Carmel Ventures and Xenia. Table 3 displays a detailed funding history for SAManage. 8 #237995 2012 IDC
TABLE 3 SAManage Detailed Funding History Round Date Amount ($M) Investors Seed 2008 NA Xenia Seed extended 2010 NA Xenia A 2012 3 Carmel Ventures Source: IDC, 2012 Force Multipliers Partners Salesforce.com, Google, Zendesk, Winvale, Aztek, Etelos, Jamcracker, Software Management Systems, Blat-Lapidot, Soft-Aid. Channel/Sales Strategy So far, SAManage has been primarily focused on the SMB market. With the launch of its ITSM solution, the company has expanded to midsize and large organizations that look to replace their traditional on-premise systems. To support customer migration, SAManage offers a replacement program where it offers free migration followed by a free period of usage and guarantees to provide the same number of licenses at 80% of the current annual maintenance cost of customers' existing on-premise products. As SAManage caters to businesses of all sizes, it uses a diversified go-to-market strategy consisting of direct sales based on inbound marketing and distribution through SaaS marketplaces, as well as indirect sales based on channel partners such as resellers, VARs, and distributors. Customers Key Customers Fugro, Groupon, Hearst Media, Consumer Reports, Lane Construction, Raleigh PD, and others Key Audiences After initially focusing on SMBs, SAManage now targets organizations of all sizes across all vertical industries. Geographic Reach Worldwide 2012 IDC #237995 9
FUTURE OUTLOOK The system management SaaS market is expected to grow significantly over the coming years. SAManage is in a good position to capitalize on the market opportunity by offering multitenant, cloud-based asset management and service management solutions for organizations of all sizes. E SSENTIAL GUIDANCE Differentiators and Closing Thoughts SAManage appears to have found a relatively untapped market for cloud-based asset management and problem management. By combining these solutions into an integrated offering, the company could benefit from a first-mover advantage. With BMC veteran executives on board, the company hopes to gain traction among large organizations that look to migrate from traditional, on-premise system management products to cloud solutions. LEARN MORE Related Research Worldwide Problem Management Software 2012 2016 Forecast Update (IDC #236600, August 2012) Worldwide IT Asset Management Software 2012 2016 Forecast and 2011 Vendor Shares (IDC #235422, June 2012) Copyright Notice This IDC research document was published as part of an IDC continuous intelligence service, providing written research, analyst interactions, telebriefings, and conferences. Visit www.idc.com to learn more about IDC subscription and consulting services. To view a list of IDC offices worldwide, visit www.idc.com/offices. Please contact the IDC Hotline at 800.343.4952, ext. 7988 (or +1.508.988.7988) or sales@idc.com for information on applying the price of this document toward the purchase of an IDC service or for information on additional copies or Web rights. Copyright 2012 IDC. Reproduction is forbidden unless authorized. All rights reserved. 10 #237995 2012 IDC