hosting – Page 2 – Cooper Mann Consulting

The concept of running applications in the cloud is not at all new. In fact, there are literally millions of business users accessing hosted applications and cloud app services every day, and adoption didn’t reach those numbers overnight. While the value of running software such as QuickBooks in a cloud model may differ from business to business but the underlying benefits are there for all to achieve.

The main value for some business owners is in being able to access information and data while traveling out of the office or when working from home. Using almost any portable computer or mobile device, business users are able to get information on customers, orders, payments, and other valuable data regardless of the work location. Being able to keep tabs on the business even when they aren’t there is very important to some business owners and secure remote access has become essential for today’s mobile workforce.

Where mobility motivates some to move to the cloud, collaboration is what drives others. For public accountants and small business bookkeepers this benefit becomes essential to effectively delivering services to clients. Because small businesses and the professionals that serve them do not operate in the same locations, the ability to work in the same software and data at the same or different times allows business owners and their accountants and bookkeepers to work seamlessly together in support of the business. Business owners benefit from better financial data in real-time, and the accounting professionals are able to deliver results without time-consuming travel and doing the work on-site.

Business owners and the accounting professionals supporting them end up realizing the benefits of improved IT, where greater predictability in performance and cost matters. Businesses need to focus on their business and not on the IT which supports it, and outsource professionals such as accountants and bookkeepers need to be able to work with clients efficiently and without having to invest in expensive tools and services to make it happen.

When a cloud platform is deployed for the client business it can not only deliver benefits to the business owners and operation. A cloud-based approach can also provide tangible benefits in worker efficiency and productivity through improved access to information for the professionals who support the business.

Businesses need technology to support their operations, and the requirement generally spans far beyond pure accounting and finance. Unfortunately, many outsource bookkeeping and accounting professionals focus only on the accounting or financial systems when considering a cloud-based implementation, failing to consider the critical aspects of the operational level applications which support the various functions of the business.

This is often where a cloud hosting approach meets business needs better than a single cloud app. With a cloud hosting model, the existing business software and data can be “enabled” to allow accounting professionals access to the complete realm of business data, putting them in a far better position to ensure that the information resulting in the accounting system is of high quality and may be trusted.

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Confusing Value Propositions: Cloud Platforms and Hosted Applications

When a service provider is in the business of selling computing resources – like bandwidth, processors and memory, and disk storage – it makes a lot of sense to also leverage the value of software products and systems which drive consumption of computing resources. In short, they market and sell software that runs on the platform in order to get folks to buy the platform, no different from selling desktop and server software in order to sell the hardware to run it. It’s just that these days the hardware and networking components are often referred to as the “platform” or maybe “the cloud”.

Let’s face it… cloud computing platforms are just no fun if there’s nothing to run on them, and a hard drive has little value when there isn’t anything stored on it. Once there is something there – an application, data… something – then the part has actual value in terms of driving revenue. This is the difficulty and the basis for confusing value propositions when it comes to offering and delivering services in the form of a hosting platform. Once again: platforms are just no fun if there’s nothing to run on them. Is the value is really about the applications, not the platform? Or is the value in the platform, because it’s necessary for running the applications?

The truth is that both are essential parts of the entire “solution”, and the value of how the solution is packaged and offered is purely up to the purchaser to determine in terms of applicability to the business. When it comes to hosted application offerings for businesses, there isn’t a single one-size-fits-all approach that will work. Sometimes people want to purchase from different vendors and put their own solutions together, and sometimes folks want turnkey delivery of whatever they need. Even channel partners and value-added resellers are finding that, with diminishing margins and aggressive competition prevalent in the market, removing the time-consuming aspects of solution delivery becomes paramount to achieving some level of profitability on the work.

What this means is that providers are looking for ways to increase the overall value and usability of their solutions, and when it comes to platform services there are only two directions to look: automation to support self-service, and application software delivery to drive consumption and usage on the hosting platform.

So now we’re back to the applications again. There’s no way to avoid them, but there’s no great way for platform companies to engage with them, either. Working with business application software is sometimes complicated, often annoying, and can be exceptionally time-consuming and resource intensive. And there are few licensing models which make it really easy for hosts and ISVs (Independent Software Vendors) to work together. Then, of course, there is the desire for exclusivity on one side or the other.

Software companies don’t generally want to select a single platform provider for their software for a very simple reason: they don’t want to limit their potential user base. Now that Windows platform is available just about anywhere – on local computers, on mobile devices, from platform and infrastructure hosting providers – how does the ISV make a decision on a single delivery channel or model or provider?

Some lean towards working with hosting providers to create branded, point-deliveries of the application. Too often, however, this approach removes the ability for customers to benefit from other applications or integrations, eliminating some of the value of the solution and certainly curtailing benefits for integrating partners of the ISV.

Host it themselves? The last thing most software developers want is to be responsible for hosting and maintaining some other guys’ software products; they have enough to worry about with their own offerings. If the solution is standalone, maybe this approach works. But there are few solutions made for the desktop which don’t have some strange integration point with MS Office apps, Adobe reader, Internet browsers or other things prevalent on the user desktop.

There isn’t any proven or easy path for software developers, IT suppliers or small business customers looking to create mobility and managed subscription service around desktop and server applications, and there is likely never going to be a single story line that all will follow. This is among the reasons for the popularity of the “hybrid” cloud approach and growing importance of managed application hosting and ISV-authorized delivery models. Yet even key providers in those areas have a tough time really communicating what they do in a way that is meaningful to the buyer. Are they selling a platform, applications, or both? Folks in the industry know the jargon and how to use it, and are often skilled at adjusting their language in order to obfuscate or confuse certain sticky issues regarding software licensing in the cloud and other similar aspects of hosting. It’s no wonder that many customers remain confused as to what, exactly, they’re being asked to buy, and where the lines of flexibility and responsibility are drawn.

The applications justify the platform, and there are possibly multiple platform approaches to delivering the app. It is a confusing situation for business buyers of IT as well as for their resellers and suppliers, and the increasing number of options for how businesses approach purchasing and using information technology makes it unlikely that the process will become as simple as some suggest.

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