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1、ApplicationServiceProvider–ABusinessPlanbyPaulRobertMattson?2000PaulRobertMattsonALLRIGHTSRESERVEDFORWARDtmTheIBMASPPrimeCenterforiSeriesinRochester,Minnesota,hasworkedwithover200SolutionDevelopers(SDs)interestedintakingtheirsolutionstomarketundertheApplicationServiceProvider(ASP)model.Mos
2、toftheseSDshaveexistingsolutionsoniSeriesthattheyhavemarketedforsometime.TheASPPrimeCenterhastechnicalresourcestohelpthesecompaniesbecomeleadingcompetitorsinthismarket.TheCenterhelpsbyensuringthatthecriticalsuccessfactorsofinfrastructure,security,highservicelevelsthroughreliabilityandavail
3、ability,andtheabilitytoscaleupquicklyandefficientlytomeetcustomerdemandarefullyconsideredbySDslookingfornewleverageandmarketsthroughtheASPmodel.Wehavefound,however,inworkingwiththeseSDsthatitisthechangesintheirbusinessthatarethemostchallenging.Thisisinpartbecausethisbusinessmodelissonewthe
4、yareblazingnewtrailsinpricing,compensation,cashflow,andcustomerrelationships(servicevs.product).NewthinkingmustbedonetodefinewhatmarketsSDswanttotargetandhowtogettothecustomersinthesemarkets.Furtherconsiderationsincludethelevelofcustomizationvs.out-of-the-boxtheywanttooffer.Additionally,th
5、erearedifferentandadditionalcompetitorsthatwillbeencountered.ThisengagingsetofbusinessquestionswasthetopicforPaulMattson'sthesisforMasterofScienceintheManagementofTechnologyattheAlfredP.SloanSchoolofManagementatMassachusettsInstituteofTechnology.Thefollowingdocumentexcerptedfromthatpapergo
6、esthroughahypotheticalbusinessdevelopmentplanforaddressingtheASPmarket.ItgoesthroughthethoughtprocessthatmanyofyouareengagedinasyoudefineanASPstrategyforyourownbusiness.Whilethespecificdecisionsmadeinthisbusinessplanmaynotnecessarilybeappropriateoralignwiththedecisionsyouwillmake,itisthean
7、alysisprocessthatwehopeyouwillfinduseful.DickKiscaden,ASPPrimeSolutionCenter,iSeriesABOUTTHEAUTHOR:PauljoinedIBMin1981afterreceivingdegreesinMathandComputerSciencefromLutherCollegeinDecorah,Iowa.HecompletedanMSdegreeinComputerSciencefromtheUniversityofMinnesot
