Welcome!

Java IoT Authors: Elizabeth White, APM Blog, Liz McMillan, Stackify Blog, Yeshim Deniz

Related Topics: @CloudExpo, Containers Expo Blog

@CloudExpo: Article

How Tech Start-ups Can Compete with Established Brands in the Cloud Market

Technology start-ups must ensure that the marketing and product delivery aspects are taken care of

In an era of cutthroat competition and diminishing revenues because of the gloomy economic scenario, the competition between technology start-ups and established brands has reached a stage where the former need to innovate and reconfigure their business models if they have to face the competition from the latter. Research has shown that technology start-ups and in particular, those in the emerging sectors of SaaS (Software as a Service) and cloud computing typically have greater gestation periods than established brands. Hence, the need to break even quickly and keep the cash flow going is a big business and financial imperative for these start-ups. Hence, the need to play with the big brands in software and at the same time retain their unique identity is something of a challenge for these start-ups. In this article, we discuss some of the ways in which technology start-ups like CloudMore, CloudSigma, Flexiant, Workbooks can compete with established brands like Microsoft.

Technology start-ups must ensure that the marketing and product delivery aspects are taken care of in an efficient manner if they are to compete with established brands. For instance, if a SaaS vendor or a star-up is providing a product at $65 per user for 10 users and an established brand is providing a similar product at $17,500 plus the 15% annual maintenance cost, it makes sense for customers to switch to the SaaS option because over a three year period, the SaaS product makes for eminent business sense and considering the fact that the product from the established brand needs to be upgraded at the end of three years, many customers might go for the SaaS option. Hence, the point here is that a market exists for technology start-up offerings and it makes sense for these start-ups to focus on marketing to the same customers which were served by the established brand.

Next, technology start-ups can focus on product delivery in an efficient manner considering the fact that if they offer more end user customization and partner with a reputable hosting provider, they can target the twin imperatives of customizable mass offerings and secure access that are currently the Achilles heel of SaaS companies. To elaborate further, many customers need customization to a certain extent and hence they prefer software made by established brands as these companies are willing to do the customization for them at a price that is affordable. However, the drawback is that such customizations even when discounted eat into the budgets of the customers and hence SaaS with its flexible pricing and by having an open architecture can easily target the customers who would be glad to have the same features at lesser prices. The issue of secure access is something that many customers want and SaaS with its reliance on public internet access makes customers shy away from it because of the reservations many customers have over sharing data on public internet. This can be surmounted by having reputed companies as your hosting partner and hence reassuring the customers that their data is safe. These twin aspects of customizability and secure access are often at the heart of the debate in the customers’ mind about going for SaaS as opposed to going for an established brand.

Finally, SaaS companies must have funding that is assured till they break even and even though the incubation period is more for SaaS start-ups; they must reassure the VCs (Venture Capitalists) and have funders who are not impatient or jittery. Of course, this is easier said than done but there are VCs in the market that have deep pockets provided the business model of these start-ups is solid. And by incorporating some of the points mentioned above in their business models, these SaaS start-ups can convince the VCs of the need to continue funding them till they achieve break even in their revenue streams and start making profits. Another aspect that is often overlooked by many start-ups is the aspect related to legal contracts and clearly defined SLAs (Service Level Agreements) which protect both the customers and the start-ups from any fallout due to either party reneging on the terms and conditions. Clearly defined termination clauses, payment schedules, SLAs and agreements over data loss and privacy can go a long way in making both parties comfortable and not prone to reneging on the promises since the penalties are also more in that case .

In conclusion, the technology start-ups need not fear about the uphill task of taking on established brands and they can compete with them on a level playing field because of the growing tendency among users to consider alternatives that are cost effective as well as technologically superior. Hence, by focusing on appropriate marketing and product delivery as well as having proper contracts in place, these companies can succeed in the uber competitive marketplace.

More Stories By Preetam Kaushik

Preetam Kaushik is a 'prolific' 'professional' freelance writer who has been writing online for the last 5 years and has gained a significant experience in writing articles, blogs and contents online. Much of his expertise lies in the writing world. He writes articles, web content and blogs on various assigned topics under almost no supervision, for various clients across the globe.

Anything that is related to creative writing and requiring the fashioning of blogs, articles or content to make them well packaged for the world wide web inspires him. He is also an avid researcher and a voracious reader.

He has extensive experience writing articles on a freelance basis on Finance, Business, Management, Entrepreneurship, Writing and Publishing, Technology and E-Commerce topics. He also specializes in academic writing which enhances his analytical and research capabilities.

@ThingsExpo Stories
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics gr...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things’). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing? IoT is not about the devices, it’s about the data consumed and generated. The devices are tools, mechanisms, conduits. In his session at Internet of Things at Cloud Expo | DXWor...
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution. In his session at @ThingsExpo, Akvelon expert and IoT industry leader Sergey Grebnov provided an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone inn...
SYS-CON Events announced today that Google Cloud has been named “Keynote Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Companies come to Google Cloud to transform their businesses. Google Cloud’s comprehensive portfolio – from infrastructure to apps to devices – helps enterprises innovate faster, scale smarter, stay secure, and do more with data than ever before.