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    SMB Path to Digitalization - Prologue and Epilogue
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Techaisle Blog

Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

WW SMB customer-facing cloud applications adoption driving digitalization

Customer intimacy matters to SMBs. It is also a challenge. As per Techaisle's study of N=5505 SMBs in the US, Europe, Asia/Pacific, and Latin America, 77% of SMBs say that their business success depends upon a strong relationship with their customers, providing goods and services highly customized to their needs, and being responsive to their needs. Three facts stand out – customer relationship, customized delivery, and responsiveness. And neither of the three can be achieved without the use of relevant technology.

Every SMBs' survival is dependent upon customers. At the start of the year, Techaisle had predicted that 2020 would see a ground-breaking year when customer intimacy (acquisition, retention, experience & satisfaction) will drive IT adoption and business process evolution. We had said that by the end of 2020, for 45% of SMBs, the need for customer intimacy will drive digital transformation, and 76% of new SaaS adoption will be customer-focused. As a result of the investments, 15% of small businesses and 24% of midmarket firms will have a top-notch customer-facing digital presence. Pandemic has surpassed the predictions.

Recent global SMB research from Techaisle shows that within US small businesses, customer-focused SaaS business application adoption is likely to increase by 49% in 2020, rising by another 33% in 2021. Similarly, within the US midmarket firms, the adoption is expected to reach 82% in 2020, with another 74% planning to add adjacent customer-focused applications in 2021. Europe SMB research shows similar trends. 58% of European small businesses are adopting customer-focused SaaS applications in 2020, which will increase to 77% in 2021.

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Global SMB and midmarket digitalization appetite fast-tracking deeper use of SaaS

Global SMB SaaS survey adoption data shows that 68% are already using more than 5 SaaS categories with numerous SaaS applications in each category. SMBs’ immediate and long-term plans (spanning 6 months – 1 year) shows that 80% are planning to expand their scope of SaaS adoption and may likely add applications in 5 to 10 SaaS categories.

The increase in SaaS adoption will result in US$76B in global SMB SaaS spend in 2021. Despite the pandemic, due to more reasons than one can imagine, global survey data of 4700 SMBs shows that the year 2020 will see SaaS spend growth of 19% over 2019. Asia/Pacific and Western Europe regions will see the largest adoption and spend growth rates as compared to the US.

The increase in SaaS spend and adoption is fueled by acceleration in customer-focused, vertical/line-of-business applications, productivity and collaboration applications. By far, the biggest adoption jump is and will be in the vertical-focused apps - a reason why Microsoft in its latest Inspire event made a case for partners to increase their marketing and deployment initiatives for vertical/line-of-business SaaS applications.

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Prologue and Epilogue of Digitalization in SMB Market

Every year or two (or three), a new trend sweeps the IT industry, and breathless coverage asserts that the new phenomenon has arrived fully-shaped to transform technology and/or IT’s role in business strategy. This is, of course, very rarely true. Most trends play out over a long time, and change in technology tends to be incremental rather than revolutionary. For example – it is certainly true that digitalization (and digital transformation) are important issues today, and that they will have a transformative effect on IT and business strategy. But Techaisle research demonstrates, they are a recent highlight in a series of business issues and technology themes that stretch back at least 15 years, from 2003 to 2019.

Key SMB and Midmarket digitalization themes, 2003-2020

techaisle smb digitalization themes

techaisle wp prologue epilogue resized

As we enter the next decade, it seems that online capabilities and activities are entering a new era. There are still advances to be made in the ‘net’ realm: there is constant pressure to expand the speed of the Internet, enabling it to handle the voracious demands of unstructured content like video, and the rise of IoT and 5G portends a coming tsunami of data from billions of connected devices. However, the key focus of web-based business investment is now less about the ‘net’ and more about the ‘work’: the ways that an increasingly-connected world supports pursuit of previously-unattainable objectives. The most important IT-related development in 2020 will be this focus on connectedness – connected cloud, edge, applications, security, collaboration, workspaces and insights. Internet and the web are the navigation routes that we have been developing since the 1970s; the always-on, everywhere-connected Interwork© platform is the destination that we will be creating in 2020 and for years to come.

This eBook has been written to provide guidance to supply-side management responsible for digitalization strategies that affect sales and marketing of advanced IT solutions to SMBs and midmarket firms. The document is structured into six sections:

  1. What’s past is prologue – The Path to Digitalization
  2. Closing the gap between business priorities and IT challenges and the rise of digital
  3. Business Issues over the years – paving the route to digital transformation
  4. The rise of innovation – and digital – as a business focus
  5. IT challenges over the years – paving the route to digital transformation
  6. What’s future is epilogue: Connected Business

Download the free eBook here

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US SMB and Midmarket firms optimistic but constrained in their digitalization strategies

Techaisle's extensive and unique survey research (N=1476) on US SMB & Midmarket Digitalization trends shows a great belief in SMBs’ organizational commitment to digitalization strategies. Survey data shows more than 40% of small (10-99 employees) and midmarket (100-999 employees) businesses believe that they are “holistic” with respect to digital transformation – that within their firms, the Internet and digital technologies impact every aspect of the business and are at the core of organizational strategy. Another large proportion of the SMB population – 30% of small businesses, 43% of midmarket firms – report that their organizations are best categorized as “inclusive,” seeing digital as important to the business, but as a relatively minor factor in strategic planning, and not having organization-wide impact. Lesser proportions of both populations (20% of small, 12% mf midmarket) see themselves as ‘siloed’ with respect to digital initiatives, and less than 5% of both groups believe that their digital strategies are either ‘in the shadows’ or ‘nonexistent.’

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