The New Software Industry – Forces At Play, Business In Motion

by Claire Schooley.

I attended a conference sponsored by Carnegie Mellon West; The Fisher IT Center at the Haas School of Business, UC Berkeley; the Software Industry Center at Carnegie Mellon University; and Services: Science, Management, and Engineering Program at UC Berkeley. The one-day event was held at the Microsoft Campus at Moffitt Field in Silicon Valley. The goal of this conference was to discuss where the software industry is going. Ten sessions including individual speakers and panels from university and business communicated the strong message that software is at a crossroads and will dramatically change in the future, and . . . the change has already begun. To access slides of the speaker presentations go to

The changes are around growth of software-as-a-service, new roles of services as a value- add to commoditized software, and new businesses and pricing models. The overwhelming consensus was that software-as-a-service is where the growth is today. Speakers pointed out some of the most successful companies in terms of generating revenue like WebEx, Amazon, Google — all service-based. At the same time they do not see companies that have built their business around software like Oracle, SAP, and Microsoft going “down-the-tube” just yet. In fact Oracle already has Oracle On-demand, a very successful service solution while supporting their enterprise installed customers. Companies that have these installed applications will not find it easy to change to a service-model, even it they wanted to. It requires architectural, economic and cultural changes and requires a ten-year time table to move from an installed software model to a services model. It seems much easier to start from the ground up like

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