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SMBs and Cloud Service Aggregators




The number of small/medium businesses in the world is growing. This is, of course, recognized by governments – many Prime Ministers and Presidents are looking to SMB’s to lead their countries out of recession.


I see this trend inside HP marketing. We are increasingly using SMB’s for campaign material generation, newsletter generation, and so on.


Much more than Enterprises, SMBs are focused on what they do well. They don’t want to be distracted by having to setup HR systems, training systems, payroll systems, travel booking systems, expenses systems, email systems, file sharing systems and so on.


So, they want to “plug into” a set of services that are not core to their business.  And they want to pay as they grow – they don’t want the upfront investment in all these non-core services when they don’t get have a revenue stream to support their cost. After all, SMB’s are also finding it tough to get finance. Thus, using SaaS to get their non-core services is perfect.


But, they also don’t have the time of the expertise to shop around and find the best HR, payroll, expenses, travel, email, file sharing, social media and training systems.


They want to “plug into” a set of SaaS service. A set that best meets their needs.


This is where, I believe, the cloud service aggregator will come in. Aggregators will choose non-core services and will offer different bundles, depending on the type of SMB with which they are dealing.


The aggregators won’t actually be the SaaS providers – they will make the SaaS provider selections based on geographical and the regulatory requirements of the SMBs they serve.


Author : Mike Shaw

Mike Shaw
Director Strategic Marketing

linkedin.gifMike Shaw

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About the Author


Mike has been with HPE for 30 years. Half of that time was in research and development, mainly as an architect. The other 15 years has been spent in product management, product marketing, and now, strategic marketing. .

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