DM p12-17 Systems Feb09.qxp 27/01/2009 15:25 Page 12
Integrated Systems for Marketing
Both tailored ASP and off the shelf SaaS internet-based delivery systems offer unique
benefits to marketers and are frequently used interchangeably – but what exactly are the
benefits of each model, asks James Lawson, and when is one model favourable to the other?
Tailored or off the peg?
S
pearheaded by
salesforce.com, Software-as-a- Most commentators use SaaS and ASP interchange-
Service (SaaS) delivery has taken the ably, so checking exactly how any service is delivered
midrange customer management marketplace and what it is capable of is essential. On-demand
by storm. Quick deployment, low risk and simple software originally evolved as an alternative to classic
pricing models are some of the reasons. But the vanil- installed software inefficiencies. Many businesses
la on-demand model may not be as suitable for the have high levels of unused (but paid-for) software
more complex affairs of data-driven marketing as it is with associated maintenance fees. Complex, user-
for other business applications. In a world of fast- unfriendly software often has low adoption, a situa-
changing technical standards, buyers must think care- tion familiar to many marketers in years gone by.
fully before choosing the right type of solution for And with few people using the servers dedicated to
ASP tends to be
their needs. these apps, efficiency is low.
tailored while, it’s
There’s also the work required to get software into
up to the client to Tailored or off the peg? shape initially and thereafter. Services for integration,
make sure they
“It’s right to draw a distinction between ASP maintenance and customisation can add 90 per cent
get what they
(Application Service Provision) and SaaS in market- of incremental cost over and above software costs
ing,” says Chris Underhill, managing director of during an application’s lifetime. In comparison to a
need from SaaS.
smartFocus. “ASP tends to be tailored by the vendor single tailored application, Software-as-a-Service offers
Chris Underhill, managing
director, smartFocus.
for each client while it’s up to the client to make sure a standardised package with swift set-up times. With
they get what they need from SaaS.” pay-as-you-go pricing and quick set-up, there’s also
12 Database Marketing February 2009
www.dmarket.co.uk
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