《060麦肯锡-关于软件行业的研究报告》由会员分享，可在线阅读，更多相关《060麦肯锡-关于软件行业的研究报告（51页珍藏版）》请在金锄头文库上搜索。
1、0 981125MU_262423_074v3.i !“#$%($?/+13#2/:,%$ USD 1 billion) Startups (Rev.* USD 10 million) DISTRIBUTION OF PARTICIPATING COMPANIES 5 981125MU_262423_074v3.i SCOPE AND METHODOLOGY OF SURVEY * Compound annual growth rate Interview partners During the survey we did interviews with more than 450 execu
2、tives 100 companies in 15 countries on 3 continents 6 of the 10 largest software companies in the world firms of all 3 industry segments Research methodology Rank of companies by margin and CAGR* 34 successful companies 32 average companies 34 less successful companies Test of hypothesis with top an
3、d lower third 6 981125MU_262423_074v3.i ITAA WEBCAST, FEBRUARY 8, 2000 Introduction to Secrets of Software Success Industry structure and history Illustration of selected best practices Future trends Discussion Source: Secrets of Software Success 7 981125MU_262423_074v3.i SOFTWARE INDUSTRY ERAS Sour
4、ce: Secrets of Software Success Era 5 (1994 - 2008) The internet takes off New internet based VAS emerge Era 4 (1981 - 1994) PC-based software becomes a mass product Microsoft emerges as leader of the industry Era 3 (1969 - 1981) It becomes widely acceptable to buy software independently from hardwa
5、re Strong enterprise solution providers emerge Era 2 (1959 - 1969) First software product companies emerge IBM/360 becomes the first industry standard platform Era 1 (1949 - 1959) Few mega software projects provide important learning opportunities First software services firms set up shop Company ex
6、amples Netscape Intersky BroadVision Microsoft Novell Intuit SAP Oracle CA ADR IBM Informat CUS CSC Sema Netscape IBM PC MS DOS IBM Unbundling SAGE project ADR 8 981125MU_262423_074v3.i USD billions Source: IDC, McKinsey database, McKinsey analysis Professional services Enterprise solutions Mass pro
7、ducts Top 10: 23% Top 10: 46% Top 10: 33% 1993 1995 1997 + 20% p.a. + 18% p.a. + 11% p.a. 115 61 57 77 55 45 31 47 37 WORLDWIDE REVENUES AND GROWTH RATES IN THE THREE SOFTWARE INDUSTRY SEGMENTS 9 981125MU_262423_074v3.i Packaged software 1 10 100 1,000 10,000 100,000 1,000,000 10,000,000 Sales units
8、 (log.) Degree of productization HighMediumLow (Custom solution) Professional services Enterprise solutions PRODUCT BUSINESS KEY DIFFERENCES OF THE THREE SW SEGMENTS PROFESSIONAL SERVICES Source: Secrets of Software Success 10 981125MU_262423_074v3.i MAJOR DIFFERENCES BETWEEN PRODUCT AND PROFESSIONA
9、L SERVICES BUSINESS Marginal costs Market structure Regional appearance Customer relationship Most important number to watch Professional services Almost constant Highly fragmented Mainly regional, with increasing tendency to globalization One-to-one Capacity utilization rate 1. Human resources 2. S
10、oftware development 3. Marketing McKinsey adjustments GROWTH THROUGH NEW SOFTWARE NEEDS: IT INVESTMENT CYCLES 3,000 19641970198019902000201020202030 1,000 100 10 USERS millions (not to scale) Systems-Centric Data Centre Time-Sharing Mini-Computer PC-Centric Micro-Computer Client/Server Network-Centr
11、ic Internet/Intranet Global Hardware/ Software Services Content-Centric Virtualization Software Support Embedded Systems Huge demand for more powerful and flexible software new areas of software functionalities 40 981125MU_262423_074v3.i TENDENCIES THAT WILL SHAPE THE FUTURE OF THE SOFTWARE INDUSTRY
12、 Enormous further growth potential Productivity gains A new coopetition balance between products and services Industry consolidation 1 2 3 4 Source: Secrets of Software Success 41 981125MU_262423_074v3.i SOURCES OF FUTURE QUALITY AND PRODUCTIVITY GAINS * Note: According to Fred Brooks, author of The
13、 Mythical Man Month, a silver bullet is anything which potentially improves SW development productivity by an order of magnitude or more! Sources of future productivity gains Digitization/speed up of business system Off-shore development Componentware reuse F 5 - 12 Factor x F 8 - 10 Source: Secrets
14、 of Software Success 42 981125MU_262423_074v3.i Effects of Digi- tization Create/ Design Make/ Develop Market/ Sell Service/ Maintain Manage/plan, administer PRODUCTIVITY GAINS AT SOFTWARE PRODUCT COMPANIES THROUGH DIGITAL BUSINESS SYSTEMS ILLUSTRATIVE Knowledge database for reuse of designs and spe
15、cs Online incor- poration of customer feed- back Iterative product design with online customer involvement Online exchange with concept partners on new ideas Knowledge database for reuse of source code Bug database incorporating online customer feedback Distributed development with central source co
16、de base (coding and testing) Online marketing Product & company information User communities Online sales Ordering Configuration Downloading Payment Software “test drive” Online support for customers & developers Documen- tation FAQ Interactive database Test code Online mainte- nance Upgrade download Diagnosis/fix System management Fully integrated MIS Full-service intranet HR Manage- ment (Admin- istration, t
