ISV What Does Differentiation Mean to You?

ISV What Does Differentiation Mean to You?

Cloud-iQ ISV blog post

The Changing Face of the Independent Software Vendor

As Independent Software Vendors (ISVs) have followed the shift from the PC and client/server-based platform to the era of mobile and cloud technologies, what it means to be an ISV is changing as well. This transition has made it increasingly important for ISVs to align with new and innovative partners to compete effectively in the ISV ecosystem.

According to a 2014 white paper by IDC, “… the traditional on-premises license-based business of the majority of ISVs is being transformed …Traditional ISVs with a legacy on-premises business need to adapt… or they face losing complete market relevance.”


Differentiate or Die

“Differentiate or Die” — I can’t take credit for this as many have been talking about this for years and more recently has been replaced with “Transform Your Business.” The main point is that in general the market is very competitive. But what does this mean to ISVs and how will they adapt in order to ensure survival?

The cloud has transformed how ISVs develop unique IP and solutions that enable speed-to-market while integrating technology and establishing a competitive edge in the market. This results in creating new opportunities to manage the end customer relationship along with forming new strategic partnerships with other technology companies and a way to separate yourself from the pack. There are also new challenges and considerations with cloud business models.  Many ISVs are faced with the responsibility of supporting new technologies that may not be core to their business, technical support requests from end users, and supporting partner relationships in new ways.

With Crayon and Cloud-iQ, ISVs are enabled with a platform to deliver cloud services and an end-customer experience that supports provisioning, billing, administration, and can augment technical support resources. This helps the partner to stay focused on what is core to their business, separate from the pack, transform their business, and deliver a great customer experience.


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Keith has a passion for helping customers and partners transform their business with cloud solutions. Keith brings 17 years of technology sales and channel development experience working at companies such as AT&T, FrontBridge Technologies, and more recently with Microsoft. While at Microsoft Keith helped launch Office 365 supporting Enterprise & Mid-Market partners and clients on their journey to the cloud. He also helped Service Providers go to market with Hosting and Cloud services built on the Microsoft Platform.