I'm a Salesforce.com user and I think they've got a great product. Also, I'm familiar with both the business and technology drivers behind "software as a service." I posted recently on capitalizing software investments (What Chinese Businesses Will Pay for Software, October 12th 2005) plus I work for a company, Apriso, that makes business software using "SOA" (for "service-oriented architecture"). And I happen to believe that the folks duking it out at Oracle, Salesforce.com, NetSuite and Microsoft just don't see the elephant in the room yet.
Why? Because none of their business models or products adequately address two revolutionary forces that are transforming the software world today -- mandatory computing, and electronic collaboration.
Mandatory computing refers to edicts from higher authorities that force businesses to computerize a process, whether they like it or not. The earliest example I'm aware of goes back 30 years, when the American Internal Revenue Service (IRS) required businesses to submit payroll tax reports electronically. This mandate fueled the growth of ADP (NYSE: ADP), one of the first "on-demand" services, which today processes 1 out of every 6 American paychecks (including mine). For this reason I disagree with anyone who thinks that online services were once considered a "crazy idea."
RFID (radio frequency identification) is a much more recent example of mandatory computing in which higher authorities like large retailers (Wal Mart, Tesco, Target) and government agencies (Food and Drug Administration and Department of Defense in the U.S.) require suppliers to electronically identify articles (cases of merchandise, unit dose pharmaceuticals) using globally unique serial numbers. This mandate affects thousands of suppliers, many of whom are small or medium-size businesses who just don't have the cash or know-how to install, maintain and upgrade the systems they need for this purpose. Like payroll tax filing 30 years ago, I predict strong demand for online RFID services -- but I don't see anything specifically like this on offer yet from Oracle, Salesforce.com, NetSuite, Microsoft or even SAP.
Electronic collaboration and mandatory computing are intertwined, and RFID is a great illustration of this. If you're a Wal Mart supplier, you pack merchandise in cases and slap a unique RFID tag on each one (remember, Wal Mart made you to do this, or else). Then you shrink-wrap the cases on a pallet and slap another RFID tag on the pallet. As the product moves out the door, you scan each pallet to create an electronic advance shipment notice (ASN) that identifies which cases are on which pallet, and then you send the ASN to Wal Mart. When Wal Mart receives the pallet, they scan it again and match their scan to your ASN.
If you're familiar with business systems, you can already see that none of today's widely-deployed commercial packages (SAP R/3, Oracle e-Business Suite and others) were ever built to handle this problem. Instead, they assume that every business uses its own product and serial numbering scheme. This organization-centric model just won't work with RFID tagging, which is a global or network-centric concept.
Let's apply the same logic to Salesforce.com. I can personally attest to the fact that I collaborate with business partners on nearly every deal I do. Yet the highest level of sharing that Salesforce.com supports is -- you guessed it -- the organization. There is no way that I can see for implementing a sharing model between organizations. As a result I can't use Salesforce.com to collaborate with a partner on a specific deal unless we give one another reciprocal access to each organization -- something that my company would never allow because we keep our pipeline confidential.
Salesforce.com doesn't allow me to collaborate because it lacks what I call a "federated" data model. Today's business databases aren't federated. They are either wide-open (like the currency site from OANDA) or they sit behind an organization's firewall (whether hosted "on-demand" by a service provider, or managed by a traditional IT department). What's needed -- but is not yet available -- is a way to partition an organization's database into "public" and "private" zones. The public zone contains what you want to (or must) share with external entities like trading partners (Wal Mart), governments (IRS) and other interested parties. The private zone contains information that you don't want and don't have to share.
Assuming that such a "federated" data model existed, then it must also be possible to deploy it in fragmented instead of monolithic form. Why? Well, imagine if products like Quicken or Microsoft Money were available "on-demand." Would you subscribe for the sake of low cost and convenience, yet take the risk that someone else might be snooping on your personal information? Or are you more comfortable with the idea of keeping your personal finances locked up in your own computer?
A model for fragmented deployment of a business database, combined with generally-accepted SOA principles, would allow private data to be stored exclusively on the user's business premises (for security and confidentiality) and public data to be hosted by the service provider (for availability). Regardless of where the data resides, the applications that create, read, update and delete it can always be leased on demand.
I believe this is what the elephant in the room really looks like. And I believe it is equally clear that this elephant threatens to obsolete every one of the world's great application software franchises (Microsoft, SAP, Oracle, Intuit) and wannabes like Salesforce.com and NetSuite -- because none of their application software products are truly capable of doing what businesses will urgently require in the future.
Link: Ellison, Old Friends in Software Showdown (Michael Liedtke, October 30th 2005)
"Once considered a crazy idea, the concept of online, or "on-demand," software has turned into a hot market as thousands of companies decide they would rather lease applications monthly than pay an upfront licensing fee and then deal with the costs -- and headaches -- of installation, maintenance and the inevitable software upgrades."